The famously long name of Messner Vetere Berger McNamee Schmetterer/ Euro RSCG is the target of a light-hearted jab in the call for entries for the American Association of Advertising Agencies' 1999 O'Toole Awards for creative excellence.
The brochure (shown here) features a photo of engraver Fred Zabinski with the quote: "I don't care who wins. As long as it's not Messner Vetere Berger McNamee Schmetterer/ Euro RSCG."
"The name is so darn long," said a 4A's representative.
Ron Berger, agency chairman, said at first he didn't realize the quote came from the engraver. "I thought they might've picked agencies that other agencies might want to avoid competing with," he said.
Asked if the engraver's plight would prompt the agency to shorten its name, Berger cracked, "Actually, we're going to add three names."
The brochure was designed by Cliff Freeman and Partners, last year's winner. The entry deadline is Jan. 22.