"[R]eports details of ... next steps on projects..." Resizing Virginia Slims phone ad in Rolling Stone, LA Style & TV Guide; changes to be made in other ads too. Includes "PM requested that Schwab art is made more feminine by either softening features or making hair fuller" for 1990 Championship Tennis Look; new Slims "attitude" line; etc.
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LEO BURNETT U.S.A.
(00 NOT GIVE OR ACCEPT ORAL INSTRUCTIONS)
May 8, 1990
TO: Joel Machak - 26 Karen Gardner - 18
Alonzo Evans - 26 Elvena Newsome - 18
John Ward - 26 Marybeth Oskin - 18
Thoe Carl - 26 Valerie Jordon - 18
Mary Gold - 26 John Wolf - 18
KJ Bowen - 26
CC: Barbara Stoldt - 19
Bill Hanekamp - 19
FROM: David Etz
RF- C IENT MEETING DE_BRIEF
MAY 3. 1990
This reports details of business discussed and next steps on
projects from meetings held in New York on May 3. A slimsheet for
next week is attached for your review.
1. SLIMS PHONE AD
Rolling Stone Resize: PM/LBCo. agreed to place the pack/copy
unit midway between the original layout and revised layout.
LA Style Resize: The chromalin layout was approved "as is."
- Proceed to final proofs on both resizes immediately.
2. SIIPERSLIM,S TV GUIDE RESIZE
PM/LBCo. agreed to revise the TV Guide layout so that it is
closer to the original spread advertising layout by making
the pack/side-by-side/body copy unit larger and moving up
slightly in the layout.
Revise layout and submit new proof w/o 5/14.
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Baskets and Rolly Polly: PM approved the comp of "Mixed
Media" (standing version) with the request that the brand
name be moved slightly to the left so not to interfere with
the woman. In addition, PM requested a slightly less intense
blue for the Basket/Rolly Polly color.
- Proceed to art and keyline to be submitted w/o May 7.
(Including keyline flap for Rite-Aid)
"Dates": PM approved A&K on "Dates" stipulating the follow-
ing minor changes to art prior to separations"
. Remove "From Arabia" on date can and replace with 1,
. Soften Farrell's hands and add shine to finger-
. Soften shadow on Farrell's left breast so that it
does. not look like something it isn't. ~
. ~~"Kitchen": PM approved A&K for "Kitchen" with requests for
the following revisions:
. Try to make edge of face slightly more crisp, if
. Increase size of pack copy to at least type
size of T&N.
- Move forward with proofing providing stat of "Kitchen"
keyline to PM w/o 5/7. First insertions in August
5. ETHNIC ADVERTISING
PM approved the following Ethnic comps for the August-January
pool (roughly in order of scheduling):
"Judge & Jury"
"Dollars & Cents"
"World of Pearls"
Back-up: "Color of Money"
Move forward to A&K immediately on "Judge & Jury" ~
and "Color of Money." Commence A&K on remaining ads as ~
soon as is realistic.
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6. HISPANIC ADVERTISING
"Costume Ball" proof was approved and is routing to PM man-
Once final approval is given, schedule in books.
7. 1990 OI&MIONSHII! TENNIS LOOK
Layout approved on poster, magazine ad, ROP ad, program cover
and drawsheet. Client requested to see poster with differ-
ent backgrounds in a pearl gray. Additionally, PM requested
that Schwab art is made more feminine by either softening
features or making hair fuller.
Submit several (2-3) alternatives of poster with pearl
gray background and revised treatment of art w/o 5/7.
Move to art and keyline on collateral prices as dead-
LITTLE BLACK BOOK PROMOTION AND SWLEPST S COIINTBR CARD
PM/Burnett agreed to move forward on a revised header comp
for the address book incentive only. The new comp will have
a new modern and new Slims "attitude" line. Additionally,
Burnett will pursue a counter card to provide the entry form
for the "Models Need Dates" contest. Lastly, the sell sheet
will be revised to reflect the new elements.
Submit revised sell sheet layout as soon as completed.
Submit revised header comp w/o 5/7.
Submit revised counter card w/o 5/7.
Please call Bill Hanekamp (5659) or myself if you have any ques-