UNDERSCORE MARKETING DEBUTS NEW ONLINE TRADE CAMPAIGN AIMED
AT MARKETERS, PUBLISHERS & AD AGENCIES.
New York, NY - June 11, 2003 - Underscore Marketing, the year-old
media consulting agency today debuted its first image-based trade
advertising campaign aimed at establishing awareness of its strategic
services for marketers, publishers and advertising agencies.
The campaign features specific messages aimed at demonstrating
how Underscore can help each target group achieve success.
The campaign, titled "Choice" invites companies from each of
these three segments to consider what they "should underscore," through
a provocative campaign that poses a series of questions that
Underscore can help answer.
"
Underscore is a media consulting agency that does media, writes
about media and networks around media," said Underscore Marketing
President Tom Hespos. "After being in business for over a year,
it’s become clear that what we provide for our clients is insight,
which contributes significantly to the media and marketing decisions
they must make, where there is often no precedent."
Representatives from each of the three client categories agree:
Marketer:
Norelco Consumer Products President & CEO Robert Baird concurs, "Underscore
has helped provide strategic insight into various elements of
our media budget that has helped us feel more confident in making
media decisions to support Norelco branding and sales," says
Baird. "Their insight helped us on some very timely issues, most
recently during the television upfront."
Publisher:
Sabre Inc. Vice President, Media Sales and Service Darlene Rondeau
proffers, "Marketing an interactive property within the media
business is not for the faint of heart," says Rondeau. "Underscore
Marketing is the company Sabre turns to for special projects
when we need assistance in approaching the Madison Avenue agency
community, as their insights help our sales team better understand
the correct value proposition with which to approach the agency."
Agency:
Sudden Industries CEO Bob Holmes agrees, "Traditionally, Sudden
has served its client base with a combination of creative and
technology marketing strategies that insured that their messages
had real impact online. More and more, our clients are asking
our advice in helping them place and distribute the advertising
that we create for them. Underscore serves as the perfect complement
to our services and approach. Their experience and attention
to detail insures that every project is handled perfectly."
Underscore Marketing CEO Tim McHale offers, "As a media consulting
agency known to house a cluster of well known writers, buyers
and strategists, our greatest strength and weakness has been
that people don’t know what we do," says McHale. "To help educate
prospective clients in all three categories, the ‘Choice’ campaign
gives specific examples of strategic choices that marketers,
publishers and agencies often need to make. Once we pose various
choices by target, we also created the tag line, ‘Insight is
In Sight,’ which promises that Underscore can help them determine
the right path."
The three pronged campaign will also have a three pronged media
solution. "Choice" will run on properties such as iMediaConnection
(www.imediaconnection.com)
and Mediapost.com (www.mediapost.com)
on both their myriad email newsletters, which were chosen based
on their ability to reach each target segment "at work." It will
also run on AmericanTowns.com (www.americantowns.com) , which
was chosen based on its ability to reach the same three types
of execs when they are "at home." Also selected was The Old Timers
List (www.oldtimerslist.com)
and message board (with text links) which operates as "the interactive
media industry’s Intranet."
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