GUY BOULTON
The Cincinnati Enquirer
Bartlett & Co. is launching its first image campaign in 100 years. That's how long the investment advisory company has been in business. And that's the focus of the campaign created by J. Malsh & Co.
Each of the ads, designed for newspapers and billboards, will pose a series of questions. The first starts with "Since when has an investment firm advised its clients they wouldn't get rich quick?"
The tag line is, "Since 1898."
Subsequent ads pose such questions as "Since when has an investment firm refused to "play' the market?" and others that convey Bartlett's investment philosophy. Each question is answered with "Since 1898."
A campaign focusing on Bartlett's mutual funds will follow. Bartlett & Co., the Tristate's oldest investment advisory company, manages $2.9 billion and employs about 70 people.
"They've never done anything of this magnitude before," Linda Miller of J. Malsh & Co. said.
The size of the campaign is not disclosed. It will run for a year in Cincinnati and Dayton.
J. Malsh & Co.'s other clients include Comair and National Underwriter Co.
Former NSL VP forms Kennedy Marketing
Peggy Kennedy -- a former senior vice president at Harte-Hanks and former vice president of Northlich Stolley LaWarre -- has formed her own consulting company.
Kennedy Marketing Services will focus on brand development and targeted brand marketing.
Specific areas of expertise include marketing strategy and communications planning, brand development and positioning, new product and new market development and targeted brand marketing. The company's services will include a two-day workshop, called "The Brand Tune-Up," to help companies understand the brand aspects of their products and services.
"I hope to help clients see that all companies, products or services are brands to the customers that use them and that the equity in customer good will is a key business asset," Ms. Kennedy said in a news release.
Ms. Kennedy's past jobs include senior vice president of marketing at Harte-Hanks, vice president and director of marketing at Northlich and senior vice president and director of marketing and new business development for Ogilvy & Mather Direct in New York City.
Past clients include Jaguar, Toyota, American Express, Vanguard mutual funds, PaineWebber, Procter & Gamble, Kraft, Duracell, Lever Brothers, Time Warner and Hardees.
NSL ranks No. 44 in Midwest agencies
Northlich Stolley LaWarre ranked 44th in Adweek magazine's list of the top 50 Midwest advertising agencies.
Adweek reported that Northlich -- the largest ad agency in the Tristate -- had revenue of $13.2 million in 1997, down 9 percent from the previous year.
HMS Partners, based in Columbus, ranked 29th with revenue of $19.5 million, a 25.8 percent increase compared with 1996.
Three other Ohio agencies also made the list. Medldrum & Fewsmith, Cleveland, ranked 30th with revenue of $19.5 million. Wyse Advertising, Cleveland, ranked 33rd with revenue of $16.1 million. And Stern Advertising, based in Pipper Pike in the Cleveland area, ranked 49th with revenue $11.1 million.
The largest Midwest agency was Chicago-based Leo Burnett, with revenue of $386 million in 1997.
StarKist 1st certified by heart association
StarKist Seafood Inc. has become the first tuna producer to be accepted into the American Heart Association Food Certification Program. StarKist water-packed tuna's packaging now will have the association's red heart-check mark.
The 4-year-old certification program was developed to help consumers select foods that might reduce the risk factors for heart disease and stroke.
To be accepted into the program, a food must meet certain nutritional standards and prove the accuracy of its nutritional labeling. All StarKist water-packed tuna is low in fat, saturated fat and cholesterol.
Other water-packed tuna, of course, also has those characteristics.
But to receive the certification, they would have to provide nutritional information to the American Heart Association, a spokesman for the association said.
Beverages and More! gives account to MTW
Beverages and More! -- a specialty chain run by the former chief executive of U.S. Shoe -- has awarded Media That Works its media planning and buying account.
Bannus Hudson, the former president and chief executive of U.S. Shoe, is the president and chief executive of Beverages and More!
The specialty chain, founded in 1994, operates 21 superstores in California, Nevada and Florida. Beverages and More! stores stock more than 3,000 wines, more than 900 domestic and imported beers, everyday and specialty liquors, soft drinks, juices and waters, cigars and specialty foods.
Media That Works, based in Cincinnati, employs more than 100 people. Its clients include Andrew Jergens, Frank's Nursery & Crafts, Roto Rooter, Star Bank and StarKist Seafood.
