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BERNSTEIN-Rein

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Bob Bernstein is committed to pop art. He recently acquired a huge collection of ad memorabilia and brought it to Kansas City, Mo., to open an ad museum. In crafting its credentials kit, Bernstein-Rein wanted something that would reflect the eclectic CEO and, by extension, the agency, says Johnny Rard, director of creative services, who designed the piece.

The centerpiece is a thick 12-page pop-up book that illuminates some of the shop's notable achievements: creating the Happy Meal for McDonald's in 1979 and helping Blockbuster become a household name (a video cover boasts that the shop helped the chain open a new store every 18 hours).

"Bob's philosophy has been, 'You don't know Bernstein-Rein, but that's the way we like it,' " says Rard. This kit is a way to break away from that. It also includes a tongue-in-cheek eight-and-a-half-minute DVD video that serves as an agency introduction and work showcase. In it, chief creative officer Arlo Oviatt explains that "brand humanity"—a key phrase in the kit—must appeal to "the head, the heart and the gut." With joking references to Friedrich Nietzsche (the video claims that the philosopher once said, "Show me a man who can resist singing kitties, and I'll show you a heart of granite") and Gary Coleman, the shop explains the thinking behind advertising such as pets singing the praises of Bayer Advantage flea medication and Wal-Mart's good-deeds campaigns.

Further details about agency services are found in a packet of 18 5-by-7-inch cards.

Introduced about 18 months ago, the kit replaces what Rard described as "a coffee-table book" with a lot of copy. Rard says the new materials have been "very successful getting us in the door" of clients such as Ruby Tuesday restaurants.