Women's Collection from Marketing to Counter-Marketing
Service Report
Abstract
Recaps discussions and agreements from a B&H Hispanic creative presentation. Mentions three campaigns.
Fields
- Type
- Report
- Meeting Minutes
- Memorandum
- Meeting Minutes
- Company
- Philip Morris
- Gender
- No gender mentioned
- Author
- Betsy Anderson
- Copied
- Balows, Scott
- Cohen, Denise
- D'Albis, Pauline
- Hassman, Jeff
- Kunda, Dolores
- Lalley, Kathy
- Letelier, Francisco
- Musachio, Musachio
- Poole, Laura
- Porter, Doug
- Ramany, Biromt
- Terrell-Franklin, Ester
- Cohen, Denise
- Named Person
- Andersen, Betsy
- Escriva, Diego
- Figliulo, Mark
- Henriques, Peter
- Ryan, Doug
- Segarra, Jorge
- Vititoe, Stephanie
- Escriva, Diego
- Named Organization
- Leo Burnett Agency
- Brand
- Benson & Hedges
- Thesaurus Term
- Hispanic Americans
- Advertising Campaigns
Document Images
f
LEO BllRNETT U.S.A.
Service Report nl°' (61
Client PHILIP MORRIS U.S.A. aateJUNE 24, 1994
Product BENSON & HEDGES
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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).
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Form No. 5-22 Rev 4-89
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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 moreon 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).
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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
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0
cpmsr6l.doc
