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A Web-based business idea helped Logan Marketing & Communications win the $1 million advertising account of Semolina Restaurants.
When the New Orleans shop heard the eatery would be putting its account into review, staffers cooked up an online notion—takeoutsemolina.com.
The creative proposal worked on two levels: It gave LM&C a chance to demonstrate its thinking prior to the formal review and generated an invitation to pitch against five-year incumbent Keating McGee, Peter A. Mayer Advertising and one other undisclosed New Orleans agency.
According to LM&C president King Logan, the company’s brand had become diffused.
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