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Drawing a Line in the Sand

In response to Jack Feuer's article "Burning Up" [A&C, June 3], we at Beach'nBillboard would like to clarify some of the points he misunderstood.

Despite the tongue-in-cheek reference to cost per grain of sand, we actually have built-in audits. The beach municipalities we work with have third-party documentation showing that we have reduced garbage on the beach by 20 percent. That reduction, and clear change in behavior, is achieved by a "Please don't litter" message included in all campaigns. It is a direct result of the 5,000 environmentally safe imprints put down in the sand every day.

The "Please don't litter" message represents only 10 percent of the ad space available. If that 10 percent achieves a 20 percent change in behavior, it stands to reason that the remaining 90 percent achieves an even higher impact. Also, the beach is a shared sanctuary, not a personal one. If we can help municipalities subsidize the multimillion-dollar cost of cleaning and maintaining beaches, it is a win-win situation.

More generally, the struggle for companies like ours is to provide ad agencies with the "out of the box" ideas their clients constantly request. All too often, though, clients expect to see auditing and measurement similar to those gathered via more traditional ad media. This is a catch-22, as it prevents impact media from growing to the level where enough money can be spent on auditing and measurement. Instead, they end up being operated with mom-and-pop mentalities instead of the big-business reality that advertising truly represents.

Eric Zemsky

Senior director of sales and development

Beach'nBillboard

East Rutherford, N.J.

In Creative Critique [May 27], Jordan Allen should have been credited as the associate creative director as well as the copywriter on BBDO's latest Pepsi Twist spot. In a news story [June 10], Deutsch was listed as a finalist for the United States Tennis Association's account. Deutsch initially participated in the USTA review, but dropped out; it was not a finalist. A news story [June 7] stated that D'Arcy worldwide chief creative officer Lee Garfinkel hired Lowe staffers to work on Heineken. While Lowe staffers did indeed join the agency, Garfinkel, who has a noncompete agreement with Lowe, was not responsible for their hire.