The housing industry may not realize how good it has it.
Not only is it one area that has remained hot in a decidedly cool economy, but never before has so much money been spent to market it.
The latest influx of spending comes from an unlikely source: the Wood Promotion Network, a coalition of forest product companies in the United States and Canada.
Shifting from a generalized, more traditional advocacy campaign extolling the good things about wood products, WPN in June launches a $15 million print campaign–using emotion as its main tactic–aimed squarely at those who may be looking to buy a home.
With a three-year funding effort from some of the biggest names in the wood industry, WPN is delivering another in a series of industry-specific campaigns, like Bozell’s “Got Milk,” that increasingly employ focused consumer tactics to push usage.
WPN’s campaign, from the Chicago and New York offices of Sawyer Miller, will break in several women-service magazines, plus home-remodeling and other shelter magazines.
One ad shows a photo of a Victorian home at “4 Ridge Rd.” With it is a list of what it has lived through: 12 hurricanes; 6 hailstorms; 22 dogs; 26 cats; 18 family reunions; 140 Christmases; 510,320 goodbyes; 586,232 hellos.
The ads’ recurring theme: “Wood has life.”
“Never before has there been an industry initiative that sells the end product,” said Jim Yardley, head of the Chicago office of Sawyer Miller. “Besides Fannie Mae or a mortgage company, no one has really promoted home building.”
The WPN is in the second phase of a three-year advertising plan. A TV campaign is expected this fall or winter.
The campaign was moved late last year to Sawyer Miller from Campbell Mithun. Yardley, formerly with Campbell Mithun, set up the office here to handle the business.
Ad director at Kraft? After a long search, Kraft Foods Inc. is poised to name a new director of advertising, reporting to vice president of advertising Barbara Ford. Sources say Karen Adams, formerly with Northbrook-based package design firm Landor St. James and the now-defunct Ammirati Puris Lintas office here, is expected to be named to the post with the Northfield-based food giant. Kraft didn’t respond to requests for comment.
Who is making McDonald’s list? McDonald’s Corp. is in the early stages of contacting top-level marketing executives for the global chief marketing officer’s post. One name that wouldn’t be a surprise is that of Bill Weintraub, former marketing chief of Coors Brewing Co. Sources said that McDonald’s had approached Weintraub about a similar post within the past few years. Besides the beer industry, Weintraub has extensive marketing experience in the packaged goods arena, with stints at Tropicana and Kellogg Co. (where many believe McDonald’s may also be looking to fill the post). Just how quickly McDonald’s can find someone is unclear. Reports of unrest in the corporate suite may make the search more challenging.
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On the move: Molly Snyder, director of communications at Element 79 Partners, is leaving to relocate with her family to Minnesota. She will continue to work for the agency while it seeks a replacement. … Keith Backsen, director of sales, central division, for GES Exposition Services, joins the Chicago Convention and Tourism Bureau as senior director of sales.
Account action: Denver-based Gart Sports named Kelly, Scott and Madison as its media agency of record.
BMA big winners: Mobium Creative Group was the top award winner, followed by Slack Barshinger, at last week’s Business Marketing Association of Chicago annual Tower Awards. But Jordan Tamaraz Caruso Advertising took home best of show for its CD-ROM used to attract business school students to work in Chicago for client World Business Chicago.
Wenner’s fashion push: High-profile Wenner Publishing chief Jann Wenner isn’t a stranger to Italy, but his trip this week with his new Men’s Journal publisher, Kevin Martinez, will be a first–to meet with the likes of Giorgio Armani, Miuccia Prada and Ferruccio Ferragamo. In perhaps his strongest play yet for fashion advertising, Wenner is personally meeting with designers overseas, and the push with Martinez adds to a crowded list of men’s publications going after high-end men’s fashion ads. This week the magazine, which celebrates its 10th anniversary this year, launched the hard-cover “Wild Stories,” a collection of articles from contributors over the last year, including Tom Wolfe, George Plimpton and Sebastian Junger.
Ogilvy cuts 20: With its Illinois Lottery business winding down, Ogilvy & Mather eliminated 20 jobs last week. Meanwhile, the Lottery, which put its business up for grabs this year, listened last week to credentials pitches from its four finalists: Leo Burnett, DDB Chicago, J. Walter Thompson and Euro RSCG Tatham Partners. The creative pitch, which calls for keeping the “Players have more fun” line, is slated for mid-June.