Execs & Accounts for August 18, 2003

Brand consultancy Addis has promoted John Creson to executive creative director. Creson has worked at Addis for five years and led creative development on Pentium 4, Centrino, 24 Hour Fitness, Aerus Electrolux, Blue Shield and others. He joined in 1999 after stints at Landor and Addison.

“John and I share the vision to build a firm that s not only balanced between strategy and creative, but actually blends the two into a single discipline,” said CEO Steven Addis. “John’s a creative force who’s also one of the best strategists I’ve known.”

Addis is known for such work as the Pottery Barn Kids Web site, Pepsi’s change to blue, and Intel’s brand identities

Klipmart Corporation has launched an online video ad campaign promoting Combe Incorporated’s Maxim Hair Color for Men brand using a television commercial featuring spokesperson Carmen Electra.

The ads mirror Combe’s offline placement strategy and appear on such sites as MTV.com, WWE.com and ComedyCental.com.

“Our Maxim Haircolor target spends as much or more time online as he does with TV,” said Tom Cunniff, Combe’s director of interactive communications. “Getting the maximum synergies from our advertising across media has always been critically important to us.”

Make-A-Wish Foundation of the Mid-Atlantic has launched a regional online ad campaign to increase involvement from volunteers and supporters.

The campaign was created by full-service agency TBC, which donated its services. The primary ad unit employed is Unicast’s expandable banner, with services and use fees also contributed pro bono by that firm. Additionally, Sunspot.net donated inventory on its site to the campaign.

“We have to be extremely efficient with the few in-kind advertising opportunities we receive, and TBC’s approach offered us a chance to address multiple objectives at once,” said Ralph Nappi, president and CEO of Make-A-Wish’s Mid-Atlantic organization.

The board of directors of the Yellow Pages Integrated Media Association (Yellow Pages I.M.A.) has named Negley Norton as its new president.

Norton served from 1997 to 2000 as VP of national marketing for the Yellow Pages Publishers Association, the predecessor of Yellow Pages I.M.A., where he launched the association’s first direct sales effort.

“Neg’s experience in working with other media trade associations and his effort to heighten the awareness of Yellow Pages in the media mix among national advertisers is a big plus for Yellow Pages I.M.A,” said Elmer Smith, Yellow Pages I.M.A.’s chairman.

Norton will lead the association’s member publishers, national marketing agencies and supplier organizations to further raise the value of the Yellow Pages and the Yellow Pages industry.

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