Calling On the Third World

The Best Hill, Holliday Commercial You May Never See
BOSTON–Arguably the most memorable spot produced by Hill, Holliday, Connors, Cosmopulos in 1998–and one that is sure to pop up on the awards show circuit this year–is a 90-second cinematic execution now airing in Dar es Salaam, Tanzania.
The African country is the first market targeted for entry by Adesemi Communications International, Cambridge, Mass. Founded in 1993 by Liberian-born Monique Maddy, Adesemi is looking to set up telephone networks in third-world markets in Africa and Asia where “whole segments have not had access to communications,” she said.
Fueled by private investment and a grant from the United Nations, Maddy was introduced to Hill, Holliday chairman Jack Connors by former Harvard Business School Dean John McArthur.