Tobacco Documents Online

f LEO BllRNETT U.S.A. Service Report nl°' (61 Client PHILIP MORRIS U.S.A. aateJUNE 24, 1994 Product BENSON & HEDGES -- -- - - A record of contacts with client, a report of status of work in production,- and a memorandum of ideas discussed and work to be performed by Leo Burnett U.S.A. This recaps discussions/agreements from the B&H Hispanic creative presentation in Chicago on Thursday, June 23. Present: Phi ',p Morris Leo Burnett , ,,, Peter Henriques Betsy Andersen Dcug Ryan Diego Escriva Jorge Segarra Mark Figliulo Stephanie Vititoe The Agency presented three campaign directions for consumer research among Hispanic smokers. PM/LBCo. agreed the objectives of the research are to: 1. Determine advertising direction for the Hispanic audience 2. Gain general learning about the Hispanic B&H smoker AareementslDiscussian PM/LBCo. agreed to show three executions from each of the three campaign directions as detailed below: "Smo 'ng Pleasure" Campaign 1. "Airplane" 2. "Restaurant" 3. "Taxi" - PM/LBCo. agreed to use finished photography comps for this campaign. No hi g Less Than Pleasure Without Limlts" c:a=atgt7 1. "Musicians" 2. "Roses" 3. "Vista" - PM/LBCo. agreed to take these executions to tight color marker comps for research. - "Vista" will be revised to make visual more fantastical (e.g., place diners in a more unexpected location). cpmsr6l.doc N 0 .p ~ ~ No N cn v .p Form No. 5-22 Rev 4-89

r i 2 Aareements/piscussion(Cont'd1 "Pleasure Without Lim__its" 1. "Friendship" 2. "Country Road" 3. "Long Week-end" - PM/LBCo. agreed to take these executions to tight color marker ~omps for research. - PM/LBCo agreed to revise "Friendship" visual to focus more•on one relationship (three friends). Agency to ensure that settings of "Country Road" and "Long Weekend; , are generally more appealing and relevant to our Hispanic audience (e.g., not New En~`Pand). ~ Next Steps/Timing Agency to present color marker comps of alternate w/o July 17 campaigns PM to set-up Hispanic consumer research Please call with questions. TBD (' /as P ilip Morris Leo Burnett CC: Denise Cohen Laura Poole Scott Balows Pauline D' Albis Ester Terrell-Franklin Jeff Hassman Dolores Kunda Kathy Lalley Francisco Letelier Mike Musachio Doug Porter Burint Ramany N 0 cpmsr6l.doc