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SAN FRANCISCO – When the operators at St. Louis-based Southwestern Bell Yellow Pages asked if the
Hoping to sidestep the competition, which has proliferated in recent years, Ketchum decided to try and brand the directory in the estimated $10-million campaign. Instead of advertising its comprehensive listings, which has been the conventional wisdom in the industry, the agency devised a series of ads around the acronym, pronounced swabips.’The strategy of branding is rarely done,’ said Millie Olson, executive vp/executive cd at Ketchum.
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