Big Time Ad Agency Wins Promotional Acclaim

While some mainline agency folk look down their rigid noses at their below-the-line relatives, there are others actively embracing below-the-line tactics and making them their own. Arnold is one.
From PROMO Magazine:

Following months of evaluating several hundred applicants, PROMO announced its PROMO 100 annual agency ranking yesterday. Among the highlights:
Arnold Brand Promotions was named 2006 Agency of the Year. The editors cited the Boston-based firm’s ability to “bring world-class advertising creative below the line and make it blossom, with sponsorships, events and word-of-mouth that makes marketers’ mouths water.”

I think it’s interesting that the above-the-line shops active in perfecting their marketing services offerings are the same shops that do print and TV right. Which goes to show that it’s not about which medium you’re working in. It’s about doing great work. As always. Above, below and through the line.
By the way, screw “the line.” I don’t ever want to say or write “above-the-line” or “below-the-line” again. What a trifling distinction.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. An interesting point you make there. I think the key to a strong execution of a below the line tactic – particularly a stunt, is the people at the cold face. The promo staff. Making sure you have the right promotional guys and girls on the job is the key to strong consumer interaction, as well as a creative execution of course.

  2. An interesting point you make there. I think the key to a strong execution of a below the line tactic – particularly a stunt, is the people at the cold face. The promo staff. Making sure you have the right promotional guys and girls on the job is the key to strong consumer interaction, as well as a creative execution of course.