THE COBRA RIDES AGAIN

Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

In the mid-1960s, Carroll Shelby set the racing world on its ear when he dropped a monster Ford V-8 engine into a sedate English sports car and renamed it the Cobra.

So when Atlanta direct marketer Grizzard Communications wanted to supercharge its client base (mostly mild-mannered nonprofits such as the Red Cross and Salvation Army), what better symbol than the Cobra?

Kevin Phillips, director of the shop’s newly created Performance Group, mailed scale models of a fire-engine red Cobra and a pitch letter touting Grizzard’s capabilities (“Pop the clutch … Kick the tires”) to marketing executives at 500 prospective client...

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in