4A’s Calls on SGA for Directory Assistance

ATLANTA Stephen Gordet Associates Advertising has acquired an assignment from the American Association of Advertising Agencies, according to the client.

The Miami shop was chosen following a review that included undisclosed agencies. SGA said it would develop advertising initiatives for the 4A’s national Yellow Pages Trademark program.

O. Burtch Drake, president and chief executive officer of the 4A’s, said that the goal of new advertising would be educating members about the benefits of the trademark program. The program allows member agencies to appear in Yellow Pages directories under the 4A’s trademark, Drake said.

“Although agencies are conscious of the value of associating themselves with the association, the YPT program has slipped under the radar,” said Stephen Gordet, president and creative director at SGA. “We’re going to remedy that by making agencies aware of the benefits of being able to inexpensively associate with the industry’s premier trade association.”

Creative work is in the development stages, according to SGA. Billings were not disclosed.