June 2006

Recently classic brand mascots, such as Mr. Peanut and the Sun-Maid Raisin Girl, have been undergoing a modernized makeover. Even Fabio has been replaced by a younger soap star for I Can’t Believe It’s Not Butter.

In March the 100-year old frozen portrait of the Sun-Maid Raisin Girl was animated for a TV commercial. In June, Greg Vaughan a 33-year old soap opera actor replaced Fabio. Even Mr. Peanut’s outfit might get an addition for the centennial celebration of Planter’s Peanuts. The reinvention of old ad characters like these allow brands to receive publicity while capitalizing on nostalgia. Companies are using their advertising icons more than ever because the characters grab the attention of busy consumers.

The raisin girl –created in 1916- is helping Sun-Maid attract customers and promote its expanded line of dried fruit, including dried apricots and prunes. The animated spot, created by Synthespian Studios in North Adams, Mass., and based on research by McCann-Erickson, Los Angeles, a unit of the Companies Interpublic Group, has already been translated into Japanese and French for international markets.

The updates of the iconic mascots aspire to help increase sales volume and public interest for all these brands.

Summarized from the New York Times article by:
PATRICIA WINTERS LAURO
Published: July 11, 2006
Mr. Peanut, You're Perfect. Now Change

Posted by PGM at 04:50 PM | Permalink

Phil McIntyre, CEO of PGM Artists and Russ Potts, Chairman of Russ Potts Productions, Inc. have announced that their companies have formed a strategic partnership. Initially, PGM Artists will support Russ Potts Productions’ fundraising efforts on behalf of numerous sports-charity events: the Hispanic College Fund Basketball Classic; the Jim Thorpe Association Football and Basketball Classics; the John Thompson Foundation Football and Basketball Classics; and the Colonial Athletic Conference Basketball Classic.

Mr. Potts has held positions of Sports Marketing Director for the University of Maryland, Athletic Director for Southern Methodist University, and Vice President of the Chicago White Sox. He is a member of the Virginia Sports Hall of Fame, as well as the director of numerous sports charities that raise untold millions for scholarships and athletic programs. Additionally, he serves as a Virginia State Senator.

“When it comes to sports, I’m a huge fan,” says McIntyre, “but Russ Potts is another matter.
He’s a consummate sports insider and pioneer with an amazing track record of successes and, more importantly, contributions to the world of sports. The bottom line is that Russ Potts is an amazing guy, and his company is doing important work. We’re proud to be a part of it.”

Mr. Potts feels his events can only benefit from this association with PGM Artists. “We now have access to world-class branding, marketing and promotion support for our many charitable initiatives,” says Potts. “PGM Artists is an all-star team with a very deep bench.”

Looking ahead, future endeavors between the two companies could include co-productions of long-form programming and branded entertainment, as well as web-based program initiatives. “You never know what’s around the corner,” says Mr. McIntyre. “Sports never sleeps.”

Posted by PGM at 11:28 AM | Permalink

Staffers from The Brand Gallery doubled their fun while attending the AICP Party held at the MoMA in New York. In addition to enjoying quality time with friends and colleagues from the advertising community, they took the time to soak in a very special creation by renowned New York artist Jennifer Bartlett, “Rhapsody,” which is currently on display in MoMA’s main atrium gallery.

"Rhapsody" is composed of 987 painted steel panels, each 12 x 12 inches, arranged in 142 vertical rows. It fills 153 running feet of wall space and wraps around the entire atrium. Art critics from around the world routinely describe it “groundbreaking,” “audacious,” and “mesmerizing.”

The Brand Gallery enjoys a special connection with Jennifer Bartlett because their West Village studio was previously Jennifer’s studio. Much of her work was created in their space, and several of her pieces remain there on display.

Jennifer Bartlett’s “Rhapsody” is part of MoMA’s “Against the Grain” exhibition. For more information, visit MoMa.org. Additionally, The Brand Gallery’s web site is currently featuring some of Jennifer’s work. Visit “The Gallery” section at The Brand Gallery.

Posted by PGM at 10:12 AM | Permalink