Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
SAN FRANCISCO – When the operators at St. Louis-based Southwestern Bell Yellow Pages asked if the
Hoping to sidestep the competition, which has proliferated in recent years, Ketchum decided to try and brand the directory in the estimated $10-million campaign. Instead of advertising its comprehensive listings, which has been the conventional wisdom in the industry, the agency devised a series of ads around the acronym, pronounced swabips.’The strategy of branding is rarely done,’ said Millie Olson, executive vp/executive cd at Ketchum.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in