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HomeMy WebLinkAboutM-77-0627Mr. Joseph ttr' Cif' ss City Manager, 1'1 Lew Price, Director Dept, of Publicity and TotitiSt r r' • '777 iii,c i•.--. / .... duly ,, 1917 ity-County Advertising agreement During the past week a joint committee of the City of Miami and Dade County consisting of CitYCommissoner J.L. lMetro DepartmentrofCounty Commissioner Barry Schreiber and Miami Publicity and Tourism Director Lew Price heard tpwrresentataritnsCfromy 11 Dade County advertising agencies seeking tourism advertising contract. After hearing the presentations, the Committee has recommended that the firms of Sandy Tinsley Advertising and Beber, Silverstein and Partners appear before the Miami City ommissionmateits five - July 28 meeting and each be given an opportunity a minute presentation. At that time, the City Commission will be asked to select one of the agencies to handle the two-year Miami - Metro tourism advertising contract. be After the Commission makes a dito enterrintoualcontractshould with passed allowing the City Manager the new ad agency. LP:gf WHERE: DATES: Mat 8148211 Advertising Contract Bayfront Park Auditorium July 13 and 15 SPONSOR: City of Miami, minimum $100,000 each Dade County, minimum $100,000 each ORGANIZATION: City Commissioner J.L. Plummer County Commissioner Barry Schreiber PARTICIPANTS: Eleven Dade County Advertising Agencies PURPOSE: To select one of the 11 advertising agencies CONTINUITY: To continue to advertise the Greater Miami area as an ideal vacation destination. c 41 110/0 3/I otih ' (4 UP 10 PA � RESOLUTION NO. 7 " /o 7 A RESOLUTION AUTHORIZING AND DIRECTING TUE CITY MANAGER AND CITY CLERK TO ENTER INTO A JOINT CITY AND COUNTY PUBLICITY AND ADVERTISING AGREEMENT WITH ADVERTISING & MARKETING ASSOCIATES, INC. FOR AN EXTENSION OF TWO YEARS COMMENCING OCTOBER 1, 1974 THROUGH SEPTEMBER 30, 1976; AND DIRECTING 'rim CITY CLERK TO FORWARD A COPY OF THIS RESOLUTION TO THE CLERK OF THE BOARD OF COUNTY COMMISSIONERS OF METROPOLITAN DADE COUNTY. WHEREAS, the Board of County Commissioners of Metro- olitan Dade County, Florida and the City Commission of City of Miami have agreed to a joint City and County publicity and advertising program, and WHEREAS, it is recommended that Advertising and Market 'associates, Inc. be employed as the advertising agency for said joint City and County publicity and advertising program for an extension of two years, and has requested the Board of County Commissioners and the Commission of the City of Miami to approve this recommendation and selec- tion: NOW, THEREFORE, BE IT RESOLVED BY THE COMMISSION OF THE CITY OF MIAMI, FLORIDA: Section 1. That the City Manager and City Clerk are h reby authorized and directed to enter into a publicity and advertising agreement with Advertising & Marketing Associates, inc. for the joint City of Miami publ.i.ci.ty and advertising p ye i - H commenciny October 1, ection 2. That the City clerk ; directed to forward crf the ResolutiQD to the Clerk Of the Board of County and Metropolitan Dade County rogram, for an extension of two 1974 through September 30, 1976. MMidtiOner0 Of Metre politah bade County, Florida. PASSED AND ADOPTED this__/L dsy of 174. PREPARED AND APPROVED 13Y: MA LE, , Mikele Carter :kss i:ctant City Attorney A YUYR i APPROVEAS TO FOAM AND CORRECTNESS: —17ebel4 ohn S. Lloyd }�ity Attorney City flerk • a► • r� n } Z1 O i vei teii &j.arlii�._L'.:Advei 1-non — VOA. bP MIAMI AND METROPOLITAN DAM COUNTY. . AD=TISIN G ACCOUNT 977` stain CS (t Air 4ri • ) 0 • D 1 CO D • r =OW 4) i -J n M ^t" CD 0 ‘111111111114011=4 dfgo ' list of local, tEgioh11 An ;aal .,.a t' major reasohs for thib c rotti :ale ,abil,t. Ysa1 t ' heir �th`a-t" apt radirt 51r-.;�,a: Er Y,��f•r"yr _iit ._r` �, . r , i f. ' ,... .• ,.'�_'��i �-'r^ri.�r�,.i}�i. }� as the �Co� work there �k.... t, ers constantly strives to be the best and z ' ©'ar agency has invested heavily in on1;` he'.` s St able marketing, creative, media and research taiett"��t at .tee can offer not only the best product i.� t'•� =_r 't s,tand gip, person -to -person, to any agency in tha;-ct5itbt a sum total 'of �.e' people, alone,, have ►of vertising experience at many thy' t:��,;'�,; � �, uch =as t : G;lfr 1d lv Emb �r r sr r I atc:a dRSg '4 TUI TW f 1 have worked an Many of the top accounts ih €he and are available to contribute their Vast e`•:.. pe tise to solving your advertising and marketing probletms. what the size of ,.our account, they will exhibit •the same skill and zeal while working with 70,u on a -personal. ,basis. :;after The following are brief profiles of Some of the key i d v iduals at Bober, Silverstein & Partners who --.a• ke their diverse talents available to you. We believe that you will be as impressed by their credentials as we are proud of them. Emm M t_ aaTAteS TT [Id MEOW d9SS '4 TureTW ■ As president of Beberp Silverstein & 'attnerti 3oyoe 13eber has guided the agency's rapid rise to a position of prominence in Southeastern advertising. Joyce boti:;t:s an .`..,'.. degree in •Tc;lrnii1isrl from Coi.•.1n17-.a Joyce has and, in addition to her career in advertisino, achieved recognition and success as a New York editor, had experience as a casting director for Broadway productions and as a film editor and producer. with great intensity and zeal, has teen responsible for bringing together the extraordinary zroux of talentc n41^:'. •itted people who comprise Beber, Silverstein & Partners. H. NM Elaine Silverstein provides the Agency With c.ea expertise in finance and marketing. She has earned an M.A. from the University of Michigan in English and Marketing 3:1d has completed academic requirements fcr her Ph.D in the latter. Elaine grew up in the hotel and tourism business and, following several years as a narket ing executi. e in ;.ew York, taught both Marketing anf, Englit Literature. As Secretary/Treasurer, Elaine is directly respcnsible for the financial management of the agency, and each of our clients ben fits directly frcm her outstanding financial:: .1110. 11 dbldt Th hringS tb' the B crs aecouit thanageMent team not Onlyd Adtth1 do'nt 1a l3..Y thr forth of a Cum l.FaUt e ,:, .rar..ket.i ir_ y il` ::,1ro diverse and d.i,at lYtgu1 hc?d 'keti tc? ;d advertising credentials. prior to joining 8cber, Si1Versteir ?J r,tners, Bill worked at Young & 1 ubicam Internat:itb. iv,S�w Nor'r'. , handling the U.S. Po-Ita 1 Service accou t 'd 'orking ch special projects in the area of new siness development. Bill's account experience at' Tinker, Cambell,`.E vas equally i~Tro.>si.ve. He was, in charge of Smirncff, x.� d >a, the foremost account in the liquor industry;' Heublein Cocktails, Arrow Cordials, and McMaster's Scotch. While there, he also served as advisor for, STk, and Goodyear International. Bill is a former officer in the U.S. Army an E d3Sf:1 4 TUIPTNi I11HI9IC!loll 41110. r ralt .:ts tell '`i. tither Marketing spedialist and theMber of ' the acdor�h't T hagc tnent tear ► at t3eber, Silverstein & Partnt!,rs x achievements include an A.8. f.io i Princeton, a stint the. Navy Admiral' sta:i, (Jraduate stu'J1es in School and business administration and a term With Ralph H. Jones Advertising Agency in Cincinnati where he moved into the position of President of the $6 firm. Peter served as Account Executive on the Ford ,acc3unt in the Detroit office of J. Walter Thompson, and later took over as manager of the Cincinnati office.,.y From 1962 he left in 1968, he was Account Su c:i visor and !.e.anager of the International Department of the Detroit office of J. Walter. Thompson. In that capacity, r,`''er traveled throughout the world assisti sales manarer~ent in solving local marketing problems. Peter has also worked in marketing management, sevcraa :. 1arge land sales cc= panies and is ,3 'T,".t imin'y'• j) ut 9iou 3 ro? oss ic"ia1 associations. He' e tt'rnatl.Cnal tr and assisted in de., curric'.:1um-tor the Institute of Advanced'Advert' Gdi{?s clt.'.'31`.' ; 'n .vc rsity- of -Cincinnati. MMEW NIMMW H• 171 4.10 Phil Eamersmith is the Agency i'- DLreCtor of tibiie and Ccninunity Relations. A former student o. psychology and law, Phil holds a degree from the :Missouri Graduate School of Journalism. Phil has becti an iu. _ st ig6 ti vo rt poL LL.r for Lhc_: Miami :ic_ws, a magazine feature writer, writer for the National Features S_•::diate, and has handled publicity promo_ic for United Artists. Phil is account manager for Paramount Pictures. His past performance ir, no less than 22 Florida, State and local political campaigns, caught the attention sf Miami Mayor Maurice Ferre', who re- cruited hi- his Adrrinistrativc assistant and Spcechwritcr. While he is a staff exc utive at Beber, Silverstein & Partners, Phil has also been appointed as Special consultant to Dade County Maycr Steve Clark and the Metro Commission for Film Industry Coordination and Development. ma awn D� - t� 510 He; k HorrtandOZ ► p_rocluct on, ia,. a Cr ''Herk") Tiernan d:e,z is our Prori .1e t1on Manager, responsible for the quality control, purehas'' ing and tecnical aspects of the advertising and prc.:,o t ion materials we produce on paper, film, ricordi .; _1pe, metal or whatever. Herk comes to us by way of Greenman Corporate Consultants, Inc., Nusskern Communications, Inc. a d Avon Products, Inc., the famed New York cosmetics firm, where he a2 ,. `..i n•n '':.a:.ager. of Pr:_ , and Traffic, handling some $20,000,000 worth of promotion and c_<ri: _= _.tc rrinte- materials. Duri::; ei..,ht-;'ear tenure with ttvon, Herk • gated -and otherwise improved printing and production prccedures to the tun of almost $2,500,000• in savings. A _.trr..•i :, .tcrnational Type(jraphicai "nien 'Journeyman, Y.r. Hernandez is deeply and broadly exp'.ricnc in every aspect of production and production rtanacem.ent. n rr t F-4• CtIM LOU Masciovcci:hio was Art Di.rect_or of the ear 064 In 1975 he won more Gold Medal Awards than aty,, one in the entire Southeast. Additionally, he won a first place award in the "One Show" - - the most ,:eSti- gious art rccLor1:i show in the c. Lr1 . :ju has worked at Lennon & Newell and Reach & McClinton on a host of nationally renowned campaigns, for such accounts as Martini & Rossi, Newport Cigarettes, Mazola Oil, Muriel Cigars, Southeast Banks, and Ryder Truck Rental. ::: the past years Lou was part of the creation that won :1ddys in the 1977 Addy Award for his work on Econo-Car, W.:..N.Z. Boca Rate. Hotel & Club, among others. Jerry Ilu ^` man , Creative Director -Jerry H.:bschman, owns three Clio awards. fcr `._ and iinii for Tdc l Gar c;. alle 11,an and ':V in _' , finals of e%•(.ry major New York advert_sing as _:... as a nu:',Ier of ads and a co^'..'^i.'rc iai the top 50 ads of the year. Jerry has worked on such accounts as 71:717, ; CL ibol VAC, 69; .. ...,1I a ; Talon Zipccrs; IBM and Ivory Snow. In the Miami Erg••' Awards : - an 7 7 he 1 e !3 a "S Y -_ e r s t .hold. can F: r�:ar�� 14, l-3, �, cc.I�ii�. �i .� with �l:c" ��' ... rr tri ij mievaaaq b n N• D 1 D N _ n • 0 r r• rt H>fbs i•� C5i L ct _ it..�an; Ct'eKtt Ct?it ti & Partners', ;.rt Director Larry er a commercial done for WTVJ. Writer who combined with Lou in Bober, Silverstein & Partners. Larry Lebiant , Art. Director L b6ang and won ah Further Jerry Wat bringing 23 awards Larry LrhlfnrT, a senior Art Director, has a host of experience and trophies for his work in television as at well as wrint. Larry is from New York Wells, Rich & Greene; Needham Harper & where he worked Steers :. c..ann Erickson, and Young & Rubicain. In the most recent 21io awards, no fewer that eight finalist entries were on:ated by Larry _anG In addition, he won a Net: York _.•.. Cur t :.sing r,. Club "And..." award and: :i ew York :art 13 r.ector' "One ` e Show" award. His TWA "Cymbals" 'commercial is considered one f tit H 100 TV c')r,nerCia1S ever 'prcduc'ca.. ttalent. has also teen honored by the Cannes Film Festival. Larry .has _ s wr'�c; Amori t. . M ntnr .. C' , `,ra , General Fo. TWA, o � •. General Mo`_crs, and Bristol "';nrs, . . to name a few. • • • • Gary narcus, a former New York CreatiVe Director, ha 8 been the past Conahay Director recently in the South Florida advertising community for four years. Gary was Creative Director at & Lyon Advertising Agency, New York; and Copy for Hume Smith Mickleberry in Miami. Gary joined Beber, Silverstein & Partners, Inc. and he has assumed major responsibilities in the copy area. His rich experience includes creative direction for such clients as the Borden Company, Investors Diversified Services, The U.S. Chamber of Commerce, McGraw-Hi.22, Miami Jai Alai, Florida Power and Light and many others. Gary has won n=crous awards for creative excellence in both New York and Miami. MEM 1 Helen Egan, the Beber, Silverstein & Partners, Media Director has a formidable media and research background acquired `trough extensive experience with befh marketing firms and advertising agencies. She acquired a wealth of valuable experience working on such accounts as Bristol Mi^yers, Volkswagen, Rothman Cigarettes, Lyon's Tea and Coffee and Celotex among others. She directed the market- ing research and media planning and placement for Senator Mcst Lawton Chiles' successfulre-election campaign. � recently 'Helen has been responsible for media planning on Econo-Car International and American Savings. She was General Manger at the Star-Brite Corporation of Miami, where she d+ s . ned and executed media programs in EO U.S. markets. _n this capacity she was totally responsihle for, print and broadcast commercial trafficking. Helen •..is also sere: cd as Media Direcctor at R .�.. Schild Inc., where she handled the Miami TDA account, Account Executive and Media Director of Bishopic & :ielden, Senior Research Executive at International. Consumer Research of Johann_ .; rc, S.A.► rr,.•;..istic.iail for British • Ltd. of London, England, and Research Associate for the Welfare Planning Council of Miami. • d'4 S q '4 T UIP T W n e rt r N rt 44gY WOOltf ,Media na'titlOr. Peggy Woodruff is a media professional with a,:...ney dkperience in New York as well as Miami. Before coming to Beber, Silverstein & Partners, Peggy was with the F. William Free Agency where she worked on such accounts as National Airlines and Sun Banks. Peggy is sporsib1 f Paramount Pictures accouht. Pat Sklar, Estimates & Contracts totally re Pat Sklar, with an M.A. in English, opted to channel her communications abilities into the field of ad'.-ertising Media. Tctally trained and experienced at Beber, Silverstein & Partners, this articulate young woman performs both estimatinc and contracting functions for all media. e H 0 rt rt Reber, Silverstein & Partners is a foil sei ce. Agency. By this we mean that we are competently staffed and organized to perform the entire spectrum of advertising/ marketing functions. To provide you with an outline of how our various facilities interact and where you as a per- spective Client fit into this interaction, we have prepared the following basic "functions" organizational chart and the attendant narrative. (See Chart A) I �I I l I I d l I I I I I I Illillld lilil! IIII IhIIII II�VIII V �. II{{ IIIIIII II VII l ill IIIIIIhIIN IIIII � Ili II IV II ii IIIII � J MOO l lrilil liiii i - .ACCOUNT MA'NAGEMENT 111111111111II hll I II� IIII '� i d' IY4'iiu y I' illl{ul au i 111 nJ olilillY I�I�I I i�Y ifi�lY4 Y Miami & BS&P CREATIVE SERVICES 1111111111111111111111111 i i PRESIDENT MEDIA SERVICES ill I II II I I I I I ! I, �,,II„� '��I�Ili i�lllil I{ I I I h J 111 II�I� I I II �Ii LY �I I I lu I Financi al/Bill Bill Prnrarinroc 1 RESEARCH F'ERVICFS CHART A i i lil I 11 Client List SEC/TRES. i 1 ADMINISTRATIVE SERV[CES i 4Ji I II1�IhyVl NM 001 IIII161111111i, 11k1ldl Illlillllll Illli1,,lk Ildlhl III Id IIIIIIVIIIdINIJYi,il'Yi'yal,:WFd4AF v.w,i1,v. ' Miiiistta t!Ve erVi ce This covers all the administrative support ai035, stiCh a5 Financial Planning, General tdcounting, Personnel, Offide Management, etc., and is the direct responsibility of our Secretaryi:rcasurer. Research Services The .- � :arch function in an adVeYt3. breaks down into two areas: 1) Marketing Research 2) Advertising Research Marketing Research deals with gathering infcrration or analyzing existing information on basic market data i.e., size, growth, trends, geographic variation, :ragmenta- .tion) , c:'_-:titive data (sales analysis, share _ .. ket, pricing, ::istribution, promotional activity, etc.), consumer A:3t:1 nf ,re Z,1-.±:ion '.^a.r'Ct Patterns, c:'.on: !advertising awareness, etc.) . There are many technienirs used - - everything from .:root (or surrey.,i nc a ._ _!-_ i sti- . call. proectable random sample of respondents) and asking them "Whs.: do you think about this?" or "Have you.: e:-.:r used that?" tc auditing retail movement to in-uepth psyc::a?ogical Wr- • i studies, The point in that all Lottµ a` ihfntmati ft gathetecl at all stages from before you arrive at strategy, to after your plan is executed, Advertising research is much more specific thatt Marketing research. Advertising research is concerted _With the dcvelopxcnt and measui-ement of advcrLisint and breaks down generally into two not -unrelated areas: .diagnostic and evaluative. What mean by diagnostic advertising rc^caroh.is. .that resc: ch that is done during the developmental process to determine whether you're on the right track. :hat is, do people ::nderstand what you're trying to say, is it appealing to them, etc. Eval•:ative advertising research is usually _n*: lved after the fact. Once an advertisement or commerc:oi is pranced a -A run, research may be conducted to dct=ine its effect in terms of recall, awareness, copy pc_n_ reten tion, etc. Media Services ; Media Department', and buying. 1 • Pirttp the Media Department is responsible fot deve- loping plans that effectively and efficiently utilize Media that will deliver the Client's advertising sage to the richt people, the right time, in the right eiren: tent, with the appropriate frequency and weight, The buying function is just as important - - since by being carefully attuned to possible discounts, or picking the right TV programming, or negotiating better 7:ositioning with a magazine or playing one outdoor advertising company off another, an astute buyer can either save a lot money .• or stretch the Client's dollar by a significant a7:unt, The Media operation of any agency also includes a Media Research function - - that performs analysis as to a parti- cular vehicle (i.e., how many women will watch the Sunday football will Penthouac cover more men I8-3E than Playboy) or in relation to a possible media plan 'i.e., will, a certain :=bination of magazines do better than another eombination, will a mix of television and outdoor nboards outperform a mix of television and newspapers, et:.. Obviously, this kind of media research input is esiential to the.delopment of effective media plans. Also under the Media Department is the estizrating func- tion. And since there are constant changes in media expendi- , tures (due to pre-emption in television, rate chanc-7-s in U) rt MEM MEM 1agatinCs, etc,), media estimating i hd the Control and management of a Clientls aciverti.gi: •budgets Creative Services The Creative Department of an agency has been likened tb the production facility of a manufacturing cot4any fbr this is where the ads are made. While this is true, you should be aware that the ad- iiertisement or commercial itself is only the tangible evidence of any agency's output. The real output cf the ...agency is its "thinking" - - an ad or commercial is merely the visible part of the thinking (the tip of the iceberg, as it were). Nonetheless, the Creative Department is where the advertise:-znt/commercial is physically ,created - - from writing ani design to photography and production. The Creati•. e Department is basically divided into two functions: ') the creation of ar. advertisement; 2) the production of that advertisemen . The creation of a particular advertisement is Ands of a copywriter and an art director, Once a7roved' MI NEE G= the ad moves into the hands of the produdtiori grout), While there are different people that perform diferent functions, it is not quite that clear cut. A copywriter or an art director will supervise the production of an ad until it is on film or the printing plates are .made. Similarly, the creative solution to a particular problem many come from a TV producer —or the print production man. Since the product is really ideas, the source could be anyone, anywhere - - whether in the Creative Department or in the Agency at large or even at the Client. However, just remember in the last analysis, when everyone else comes up it's the Creative Department's job to produce. That brings us to Account Management. Now, while this organization chart shows that Account anagemen e is a separate department, it' real ly dc: _e' t help s in enp_3ining the Account Manager's role or function in :the Agency. Let's look at motherchart which riig4t better .?i.agram where the Account Mana,_,er fits within the overall scheme ofe the agency. I I I I 1 .,-,7t,ta,dt.i..t.L....7.1,1,194-rimmummeririlts'17,11-7_7-:"Pr' 'TTTg/TuTouPuT,4 d'S'Sq 3 TWPTW sT ri quoTTD -10...monammer . . — ::-.1,,,,,..,-,,,p:,,,,i4,-.,41::,...„-„,,.• ,..,,,,;.,:,,..,.--.,„i,„,4,—,-,0: ,,,,,,, ii:::, 1-4,14:-:-...,.•;;;..'7 '..' ..;;;-..;:!,..,;:;.1;;;.;.;-.'.:.:.•••;-.......,-, • '-, ' •••.. ;1 •... . ' ; ,... .; . '; .. ' r; •; • ,..:' .. • , .; .: ;..;,..-;,, z;,' ..r...-• :;;:;;;;;;cf.;:g...).c...., -;;j4":-..Q4'...-7;•,:ti•-....,41.,--;6;;;.;i4g..1.i4;;---;;;',Y.:,..,;;;;;;;I•i;,:' ;1;..,..i';,..i1:.-,.,: V; -;:,=:`,.., ..; .1.. ,„ '... I , ' ,' - . ' ' :; ' ; ' .;.;;',:' ;4 : 'i;e:-4;.;:;'et•.I,;.,,tr.:;;;1;.;;;'11:.,f,.;' i..;.' rt,:,--.•L'."..'l'Fi; 1.1;I'13; '1-';:;:!1,1!;;; 'i.'"',.:;`:;';', ;.,' . • !'"•':. ;.; ; ...; .,..-- — 0; ...,• -- 1 • .';+ ' ..-; `r.. ; •-.... .. , ;7,1: • ''- . • I I I I \ 1AITII NI STRAT IliE/ SERVICES 3 ACCOttlMGENT 11 1 II • 1 MAT tVE SERVICES FESEARGf - SERVICES PEDIA SE RV1 1 ■ R r iles a ,h6 i w t "A Cunt !tahag ThE r each client, Account Management acts as a Central, oontrol point. Through this control center flows all in' ternal communications and relations pertaining to the parti' cular account - - to interpretation of research that leads .. J ci catiVe development or media planning flows through Account Management; - the desire of Agency Senior Management to central costs in the development of creative presentations f..cws through Account Management; • the need for additional media personnel on an account` • through Account Management, Agency S,:::nLor Manage- ment and back again to Personnel. The point is that the Account Manager is at _no center f the,Agency. Now, if we superimpose the Client on this 1 d�Sg TUrTW Miami & BS&P Financial/Bill Client List ADMINISTRATIVE SERVICES CHART B--1 16. you dah see that the Account Mahager iA Still at the Center of things, tlecause, to the client, he is the AgenCy. . just as in the Agency, he represents the Client. As a client of Beber, Silverstein & Partners you will be serviced by all of these divisions. We are fully staffed by competent people ready to provide you with their expertise and dedicated to solving your ad- vertising and marketing problems. • -•-• • 0 rt rt e reCe nice the problems noW before the Metre. iethi Publicity Department in 1977. Greater Miami's position as the dc7Jinant giant of the tourist industry is being sevry tested not only by competing international resorts and vacation areas but by the family oriented entertainment com- plex with our own State. We believe that the vitality of the effort against this erosion and the surge to rebuild must be based en the competent use of the two major aspects of advertising. . . the ability to take the correct marketing approach to all problems and the application of creative talents to best communicate that stratec:. As we have stated and detaiLed, we are a full service agency with all the attendant facilites that denotes. The Cr-: ytc r Miami tourist effort, will of course, require not only fresh, heavy -impact creative imput but, i.t require th' ability to ma%e appropria media buys with very limited dollars for the task required. At Beber, Silverstein & Partners all of our account eve-'-t ive and media personnel arc quite v. 'erieneed in national and international marketing and Media planning. Equally irportant, since our agency has considerable experience on tourist related accounts; (hotels, airlines, entertainment) we believe, that we are well qualified to apply that expertise to developing for Metro -.Miami a comprehensive program .to bring tourists to the area. Further, this experience has given us great facility. creating and administrating cooperative packages. We are the people who did the United Way campaign faith Joe Ca:-panella two years ago. That film was recog- nized natic-ally at the New York Film Festival. More importantly, the film and T.V. spots were a major tool in helping United Way surpass its most optimistic goal in a dismal economic environment. We are the people who introduced radio station Y-100 to t'_:a Miami market with a campaign "Don't say hellp; say I listen to the new sound of Y-100." Y-100 soared from an unknown radio station to number :one. in the market. We successfully introduced radio station WINZ's' new.concept of all news progr.imTiirg with the campaign, "Have you ever tried reading the Miami Herald on 1-95?" Because o: its success, the Miami Herald, decidad • r• H. rt ■ :retain the Clcati.\ri tl artd Ti1iirketi n,1 Skills, Ln .shad si.Mply been superior to theirs by hiring Beber y Silverstein Partners to handle its advertising pro- gram, We are currently developing a plan to advertise several lar,;e projects and changes that will occur at the Herald this year, The Miami News, this community's afternoon daily hag similarly retained us. With another of our Clients, Econo-Car, we belie\'ed it was essential to quickly and dramatically establish an image of undisputed credibility in order to compete ric2d auto rental ;market. We created "The in the low -I: Econo-Car Renter's Compensation Plan", a 12-point guarantee that assured people Econo-Car, "can't afford to ma%e_„ becaue they were offering $5 back for every mistake they made. Like leaving cigarettes in the ashtray,: g peel e wait a the airport, even fcr- getting to -2 "Thank You" In effect, we 'r;ok the " Try harder" campaign a giant step forward. The result: we doubled the number of calls and reserva • tioris in first t:..;J •In the three years that American Savings and,Loan Yias been cur Client that has been the fastest growing • financial institution in South Florida. In 1976, they a c achieved a 341 increase in sayings deposits, With • • n r• ft r r• N rt a West we hottled them SUrpa all slles oTectaticns in what was an off-year for most other condominiums, the heW Boca West Resort is completely booked for the Winter Of 1978. We know how to introduce new ideas and create a positive image and get people involved. We recognize the importance of packaging information effectiVely and in human terms. We know that everything connects, public relations, marketing, advertising, planning, graphic de- sign, the message, the project, the product, the sale. 11111111111111 MN mum 'c 1"• — row ' O 0 O H. rD 1 to :A ►-J N n - H- . 0 rt ✓ - 1—,• cn rt- - • • At Briber, Silverstein & Par.tners, we do ndt beile`ie Client/Agency relationships are properly nurtured when beset by one-sided agreements that allow for "hidden profit." We are only interested in mutually agreed .,:pon terms for service -performance and methods of compensation which allow us to engage our best talent and resources available in the Client's behalf. We seek a fair and reasonable profit. We are scrupulous in adhering to every part of oy,:r contractural agreement. Briber, Silverstein & Partners is prepared to provide written a=r•.:--ance from our bank as to our ability tc handle the financial obligations of this account. Moreover, the principals of the Agency (a chapter sub S corporation) have submitted not worth statements to document cur •financial stability. It is an accounting practice, at Bober, Silverstein & Partners, to keep separate account ledgers for. each Client clearly documenting all payables and receivables. At any time dur i n 3 `he life of an Agency/Client rej_zt i ons :: our Clients may examine files, records and accounting _ urnals pert<aini r..: to media and supplier charges for verification and Client -satisfaction. IIM 0• best credentials: Aloe cteri :.aoratories (305-484-8600) Alex Faberman, President The Aloe Company is involved in the manufacture of cosmetic, beauty, and health-care products, marketed both regionally and nationally. American Savings & Lvan Association of Florida (305-673-5566) Morris Broad, President Barry 2i^gel, Advertising Director A major financial institution located on Miami Beach with 19 offices in Dade and Broward Counties. Arvida Corporation (305-945-6554) Roger Hall, Vice President -.Marketing A quality :-' a::ner and developer of residential and e ":'morcinl '_ 'oxty. The Ac;cncv currently handles assignments for Boca Raton Hotel & Club, Boca West Resort Cora nity, Paseos, Estancia, Arvida Park of Commerce, Broken Sound Golf Club, and Arvida Corporate.. Aetna City Civic Center (203-525-3131) Ruby7. pert , Mercan.i i : ing Administrator :The City Civic Center Mall of Hartford boasting more than 60 stores: and restaurants. III IN HIM This ,Oon Car International, I tc Sill Delight, President A leader in the rent -a -car business with over 27 franchise operations in the United States• and selected foreign countries. (30.5 64E-8220.)_ Homestead Properties (305-245-3030) Guy Bono, Marketing Director is a 3,800 acre development of city annexed in Homestead, Florida. Markborough Properties, Canada, are the developers. Key Capri (813-360-0657) Keith Kuhlman, Managing Director Key Capri is a condominium development on Key Capri. Island in St. Petersburg. land Madorsky Oc:anfront Inns (004-255-7431) Max Madorsky, President This company owns and operates five resort properties; over 1,000 rooms in Daytona Beach, Florida. The Miami Herald (305-350-2111) Beverly Carter, Managing Director Fred Barger, Promotion Manager The largest raor daily news; -per in the State and the flagship paper of the Knight Ridder newspaper chain. M III I IIIIIIII E_Miaini New. (305-350-2i11) ,James Gels; Circulation Director 1 fide tima Pulitzer Prize winning daily Of 't Corporat ion. Paramount Pictures (212-333-4154) Francis O'Brien, Field Marketing Director Paramount Pictures employs multi -media programs involving broadcast and print advertising and pub- licity in the South Florida Market, Pharcos Corporation/Derlavon Skin Care Products (305-672-5454) Pastor. ' .1ero, Director c f Marketing This new entry in the U.S. toiletries market is currently introducing its line in the State of Florida; r_icrtal expansion is planned for 1978. Pylon Manufacturing Corporation (305-771-1030) Rodney K. Longman, President Formerly a subsidiary of STP, is engaged in the man- ufacture and marketing of automobile replacc cnt. parts at the retail consumer level, nationally. Sandy Tinsley Advertising 1500 Coral Way. Miami, Florida 3:3145 Sandy Tinsley Advertising offers the City of Miami and Dade County the professional expertise of a full seri., vice advertising agency. Our credentials as professionals follow with brief personnel biographies and letters of recommendation from our clients and the media. Unique among Miami advertising agencies, Sandy Tins- ley Advertising has never lost a client. We have, in fact, aided our clients in substantial- ly improving their market and sales positions. The financial and credit standing enjoyed by the Tinsley agency with media and suppliers is considered to be the best of any agency in the city. The expenditure of public funds in any advertising endeavor must be closely scrutinized. Our financial man- agement of our clients' advertising funds has been above reproach. We are completely prepared to pay invoices upon receipt and submit those paid invoices to the Department for remuneration. We have done this for other clients. We offer you professional expertise, creative ex- cellence, and complete financial accountability and re- sponsibility. We would be honored to be awarded your advertising account. • • • nY PEOPLE 1 ■ MM ■ • ■ sandyllnsley Advertising Fuchs Baking Company (Holsum Bakers) Richards Department Stores Farm Stores, Inc. Dirr Gold Seal Meats Pizza Hut (South Florida) Cox Broadcasting - WIOD/WA1A Southeast Toyota Distributors & Dealers Southeast Mortgage Company Sandy Tinsley, President. Sandy is a lifelong resident of Miami. She began her advertising career with WQAM radio as the staff accountant and Assistant Operations Director. From there she moved to Fuchs Bakery (Holsum) as Director of Advertising and instituted the house agency, Coral Coast Advertising. Sandy Tinsley Advertising opened in 1974 with the Holsum account and Sandy. Today, it is a full service agency billing in excess of three million dollars. Dick Kelsey, Executive Vice President and Media Director. Dick began his career in marketing in New York with Hickok and Bordens. Coming to Miami, he joined WITV as an account executive, then moved to WQAM radio in the same capacity. In 1962, Dick joined WINZ radio as Sales Manag- er eventually becoming General Manager and Cor- porate Vice President of the parent company - Rand Broadcasting. Before joining Sandy Tinsley Advertising, he was General Sales Manager of WWOK/WIGL. Peter Barnes, Vice President and Creative Direct- or. Having been a disc jockey, jazz pianist, Filevision director and contemporary greeting card writer for Hallmark Cards, Pete joined Bo- zell & Jacobs Advertising where he created cam- paigns for Safeway Stores, Morton House and Mu- tual of Omaha. He then joined Barickman Advertis- ing in Kansas City as copywriter and Broadcast Production Director on Holsum Bread, Rival Appli- ances, Traveler Boats, Guy's Potato Chips and 1500 Coral Way, Miami, Florida 33145 Telephone: (305) 856-6060 Western Auto, He then moved to BBDO in Atlan- ta where he created advertising for Delta Air tines, the State of Georgia, Standard 0i1 of Kentucky, C & S Banks. Transferred to BBDO- Detroit in 1973, he was named Associate Creat- ive Director on Dodge Division of Chrysler Cor- poration. After ten years with BBDO, he joined the Tinsley agency. Harry Bua, Art Director. Harry began his career with WUSN-TV in Charleston, South Carolina where he produced telethons, documentaries and commer- cials winning many awards in the process. Mov- ing to New York, he joined T.C.G. - a premier graphic arts studio as Studio Manager where he worked closely with Neil Fujita and Herb Lubalin on Eastern Air Lines, CBS -TV and created televi- sion graphics for David Susskind and "The Kraft Music Hall". Corning to Miami, he joined Richard Gregory Consultants then started his own graphic arts studio - Harry's Bullpen. Before joining Sandy Tinsley Advertising, he was Art Director at F. William Free. Harry possesses a wall full of awards for his work on National Air Lines, Sun Banks, Mexican Caribbean Islands, the Mutiny Hotel and numerous real estate, travel, automotive and retail ac- counts. He is an accomplished fine artist, il- lustrator and designer. Jim Flanagan, Account Executive. A graduate of the University cf Miami where he wcn awards for such programs as "Project 1131" on WIOD, Jim join- ed Miami Tele-Productions as Operations Manager. There he produced hundreds cf televisicn commer- cials for Coca-Cola, National Air Lines, Dow Chemical and others. He was also Assistant Direct- or on many sports telecasts from the Orange Bowl and the Miami Convention Center. He then moved to Video City as Unit Manager and was responsible for the total production of commercials and in- dustrials for such clients as Dodge, Oldsmobile, Florida Citrus, Westinghouse and has worked with such personalities as Jackie Gleason, Joe Hig- gins, (Dodge Sheriff), Anita Bryant, and many more. Joining the Tinsley agency in 19714, .Tire has been responsible for marketing, research and account service on Farm Stcres, Southeast Toyota, Southeast Mortgage and still manages to produce the "Don Shula Show" and the "Lou Saban Show". buthoast National 13arik of Coral Way 077 6 Whom 1t May Concern: itt: Sandra C. Tinsley Inc, 1500 Coral Way Miami, Florida 33145 At the request of our very esteemed customer, Ms. Tinsley, we are glad to furnish the following information: We have had the pleasure of handling the personal and business accounts of Ms. Tinsley since August 6, 1973. Combined deposits with us are in the six figures proportions and our experience has always been excellent. We have the highest opinion of Ms. Tinsley, who is very well regarded in this area. This bank, as well as the writer, will appreciate any courtesies you may be able to extend to Ms. Tinsley. David E. Helmle Executive Vice President DER/.lm ; `1699 Coral<<Way' Miami, Florida 33145 (305) 577.4700 ■ Roisum 5761 Sunset D,ivE t6tilii wlilSii, h16Pid6 33143 Whotl It May C'`ondern Are! Cod 3(79.661-U4i tabISI OUllA't$ July 27, 1977 In my opinion, Sandy Tinsley is without a peer both as an ad., iertising professional and an individual. For seven years, she was our Director ministered all phases of our programs ciently that when she decided to open agency, we became her first client. The creative product of her agency is importantly, her financial management is above reproach. She delivers more every dollar we spendwith her. of Advertising and ad- so creatively and effi- her own advertising without equal and, most of our advertising funds than a dollar's worth for To any advertiser considering Sandy Tinsley Advertising as their agency, I can wholeheartedly recommend Sandy and h=_r people as the best choice. Sincerely, FUCHS BAKING CO.• George M. Wilson Chairman of the Board DONALD F. SHULA MIAMI DOLPHINS, LTD. 16i000 NAV. 327d AVE. MIAMLFLOR!DA 33034 manor DOLPHiriS MIAMI DOLPHINS. LTD 330 BISCAYNE BOULEVARD MIAMI FLORIDA 33132 (305) 379-1851 0 WHOM IT MAY CONCERN: JOSEPH ROBBIE Managing General Partner The eight -year association I have enjoyed with Sandy Tinsley has been most rewarding. Not only is she a complete professional, but a delightful and truly unique person. Sandy and her staff have made my television show one of the most successful of its type in the country. Throughout the years, they have managed to maintain the highest level of sponsor participation; Dodge, Holsum Bakeries, Toyota, Eastern Air Lines and Pizza Hut are but a few of the local, regional and national names who have been involved. I know the advertising agency business to be demanding and highly competitive. However, I have met many of Sandy's clients and have heard nothing but praise of her business ability. I also understand that her agency has never lost a client. If I were an advertiser looking for an agency to represent me, Sandy Tinsley would be my choice. Sincerely, Don F. Shula Head Coach and Vice President FA .Nt sTO RE S Palmetto Expressway at Northwest 58th Street MieltnfPlofidel Execulit Offices TO Whom It May Concern: Sandy Tinsley Advertising has been the advertising agency of record for Farm Stores since January, 1975. During this time, the agency has never failed to create innovative programs that have consistently produced sales for us. As a matter of fact, we recently received the International Newspaper Executives Award for the best newspaper food advertising in International competition. Not only was this campaign highly creative, but it increased our sales substantially. In addition, the agency is most cost conscious. Their budgeting methods constantly help us reap the greatest value from our advertising dollars. I cannot recommend Sandy Tinsley Advertising too highly. ASF/jr Sincerely, FARM STORES, INC. Alan S. Fogg President Mailing ,address: 5800 N. W. 74th .4venue, Miami, Florida 33166 tit! AM 1 f t(,f.;I ii!i)t 1, 1 . WlIt1M •t'UNt.',1',It fit. Ihe Tin -,.;lc _1 ;t=tit•• ha:; t))•i)vidt d Richards with one c)1 i ill.' most innovative and creative broad., t o 1 t tit lea i w 1 I1,1 i trt havt' t't•il i n t Itt� rt' 11ti 1 1 The cYttrslfa i n was t.hv I•esul.1 di intense pcuhing- and inv st iat t+f11 by Mrs. I'1ns1try and her staff. Hid ;t-t•t• .1 It i It ;air 1)l (il)1 citl ,1I c a;; , u111 tto ,tnrtt t' .iul;t;,t a' Al tn1r 11().,i t i()n iif thi' 11411•I'0'i1)1at•t'. Ill! pl'• t1,t • 1' i ,. t.ly' i i iit'd ht prt)l)1 t tr, 'dud 111(.11 caulk:, la) tlll an t,,xitin.;, yroativv sc)lntitl that is v,ttt'I•: ; t!.:. 1 {: tilt' i ;fr: 1tir, 1 i11, a h t4t)1111N.• 1 t 1 1 1't' bus nesS that 1s veto! 1 itil;, vtr• h.tat, (r)und tht I`i1t�It �' 1A,'t:rit,t:a tl It t! i .,h 1 c's utii t w and 1 1 v 1 h l t' id Itrt�, li;! Ilu•tit;t i'It,, 111!, a1)i 1 i t y tti t Ill' .aencv 111 Ili ::ht .; t t ;1 1 i ltt•1• a:- art• ;11,0 tt)tt ta►) 1°, :.;tll'1r1'I-( d and dt'11'.hted by 1ht, :t• chcdli 1 'K thy ;t.�,t'nt'y tit° 1 t tt•r•s. 1 do it's' lle„•t 1 a 1 t' I o 1't coml.-rid sandy Tinsley Advt't'1 7 - i =1 �.. 1 t) anyonc Sthto \4ant s ;t 1 i il;ilit'1i1i iv st-ah11'j ,:highly i;;h1y creative agency, with -superior ltit {1i,1 1,11ANI, I 1 1101 ,I, , ,-,. ' .,, ' • ,_. , . , , )---.,Wtitym - I .1. .NiA.N, ',(t(-.)Ne Mo.; - ,,,_..., . -,, , , _ •..... ,.-,,,.. . , , . . • • • . ., Hil- i ii--. 1 4.,,.' ,\.;,1'114`Y ' ItiiS i,t'U'Villt.*tL 11 i Ciiii 1'11H Wi t 11 lit' iiIt i ilitliVa i i N.,' a lid C 1'00 1 Ihi'att(1- 0,-41 t•ituiht 1 .' w-,, t 11,1 t, ,,,thit \ :', ,.-.-•t-,,H. i 11 i li,, t'y 1 a 1 1 ,,. 1 i (.' 1 0. , 'I'lict (aria it1 -,,‘:it-; t lit, 1•1 1 1 , ill 1111 (list, 1, or di i itg , ,. -id 1111,...,i.F.1 i ;,,,i t itili by .N1 i•t-,5 - '.1.1 tisl..(,y anti ht.‘ i' s t a t I .. to •u1Sri .11 il i 11 Oil i' 1)V01)1 ..111 it i','....14 (a.ii. ("t 14-ilitilt..l' -, . titit.i'gt.• a' 't.t kW r p()-; i 1 t tut 1 n t la, lita i'lit' 1 p 1 at.i.‘ . I'lit'N iii-,liti‘r 1 y tIk' 1 1 licti I tie lir-1)1 , '' ,1111,1 t !Ica cattto, , ,to II v, 1 t 11 att i,7“.i 1 1 1.1,!,., cr(qt t i v,.. 1;01111 ibn that , i s ,,vb 1.1,, 1 it, t ht.! a:it -(hit fly,' lir, , 11 i t•t1i 1. :1.t.ithitg,1 .1 t i vi.. bus i iittst...; t 11,0 t i t.is i a j I i 11:.; ,,, '1/40 ' 11,1 VI ' 1'1'011i:I -! tit ' T i 111y ht 11 t Hi) i Y rt.':.:p:10,1,k,',' :lit. I tits V. 1 t) I ' t t,) ,i til 11'', I IT ' .10;i , LI • i C4)11111 i' i 1,if-: Add ' 1,t,' , 1113• 141q,11:1. iltt ,, 1 w.:, .111i 1 1 1 y () I t •,, ,tt';',0•11(''.''. I s tl I t at , li i .,0) ,.,,;. I ' i'.a. 1 1 l'f.i • t' a:-. ,,ve a re 011. ta10 1 .., ",ill i'l) iSVki ;lliti (It' 1 1 111111 1)‘? 111(4 Ili .1 '''''o tilt' a-...4,ticY fa-i 1 \-vc‘,;, ilk to 1 t to ,:,ii 1,i 1 i• to i',-.1.,4m1li4 ti,41,' Sit 111.1 y Ti Ativk.rt i-,-;11u..., t t) .111tyt)10:, :,,t, I'm Vat it,1 -,. a 1 i 11',111t:t a I 1 Nr :,t7i111,1)1 I , - It ghly ,. rPii 11 vt' ttt.,(silt.:k ,"\ki. t tt:,-itt.pt!i't or mod i it Department of Athletics P. O. Box 248167 Coral Gables. Florida 33124 telephone 13051 284.3822 UNIVERSITY OF MIAMI Th %tit It May Concetn: Sandy Tinsley has made invaluable contributions to the University of Miami and our athletic programs. Not only has she produced my television program and that of Carl Selmer's in the past, she has helped generate public interest in the University. Thanks to Mrs. Tinsley, our fans have been able to follow the action of the Hurricanes both at home and away over the radio network that the Tinsley organi- zation has created. Additionally, when our baseball team reached the College World Series in 1975, the Tinsley Sports Network, immed- iately set up facilities to bring the play-by-play broadcast of the series to South Florida. Sandy Tinsley is an asset to the University, the City of Miami and her profession. I am proud to have been associated with her over the years. Sincerely, ZZL Pete Elliott Director of Athletics PE:kw A private, independent, international university An equal opportunity employer ■ ■ • c he Miami Herato A KNIGHT-RIDDER NEWSPAPER CHE MIAMI NEWS A COX NEWSPAPER Two editorially independent newspapers, printed. sold and distributed by THE MIAMI HERALD PUBLISHING COMPANY 1 HERALD PLAZA. MIAMI. FLORIDA 33101 • (AREA CODE 305) 350-2111 TO Whom It t1ay Concern: The Miami Herald Publishing Company has enjoyed a favorable business relationship with Sandy Tinsley Advertising since approximately February 20, 1974. Over the years, this advertising agency has been granted credit accommodations in the medium five figure range, and payments have been made according to terms. We consider this advertising agency to be financially responsible for any commitments they may make, and recommend them to you. Sincerely, e• apman C edit Ma ager 1977 VEIOM IT MAY CONCt 2N This is to advise that WLTV, CHANNEL 23, has enjoyed a business relationship with Sandy Tinsley Advertising for several years. We have found the agency to be highly professional in all its dealings and has a fine credit standing with our Station. Cordially, WLTV, CHANNEL 23 Joaquin Blaya General Manager and Vice -President m SALES OFFICE SPANISH INTERNATIONAL COMMUNICATIONS CORPORATION 2525SOUTHWEST THIRD AVENUE, SUITE 401 • MIAMI, FLORIDA 33129• TELEPHONE: (305) 856.3132 ■ LOCAL SALES oEPARTMEN1 767 41st STREET 331.6651 IDad61 524.6o33(Browdtd) (RADIO STATION WQAM BAEZ A STORZ STATION tvt}AIN MtAMI MIAMI BEACH. FLORIDA 33140 kV* St. LOUIS WDGY T pAULPOLIS WI B KANSAS CITY MIX NEW ORLEANS KOMA OKLAHOMA CITY To whom it may concern: The undersigned has had the pleasure and privilege of knowing the principals of Tinsley Advertising both professionally and personally since its incep- tion. I am most pleased to state that Tinsley Advertising personifies all that an advertising agency should be. As creators, counselors, and media knowledge, they are without peer. In past years I have had many conversations with their clients and they have echoed my own personal thoughts concerning the outstanding abilities of Tinsley Adver- tising. Their credit references are the highest and media placement from Tinsley Advertising is never questioned anywhere in Florida. A Tinsley order is always con- firmed and always paid promptly. From a personal standpoint, I experience some jealousy in the staff she has assembled. They are all profes- sionals, extremely capable, knowledgeable, and hard working. For the reasons listed above and countless others, gives reason as to why Tinsley Advertising has achieved its prominent status in the Miami community in less than four years. She's come a long way, and she'll go a lot further! Sincere on L. Ruth General Manager RLR /bv MEW MMML pmmw Et WEBS RADIO Storer Broadcasting Company 710 Bracken Avenue Miami Florida 33131 t305) 377-881t Donald R. Hamtin Vice President and General Manager July 27, 1977 To Whom It May Concern: This letter will serve as testimonial of the long and most satisfying business association between WGBS Radio and Sandy Tinsley Advertising. The calibre of professionalism, creativity and results ranks the highest in the South Florida market. This can only be attributed to Sandy Tinsley's personal talents and efforts backed by each member of her staff. I would highly recommend Sandy Tinsley Advertising for two reasons. One, it is Sandy's personal touch that puts the icing on any cake and two - if you want a first class job, with first class results, you don't have any other choice Tinsley Advertising is the best in the business. Regards, Donald R. Hamlin Vice President and General Manager DRH/lje MIMEMMS it-- D c NN1 LL ADvt nTISING CORPORATION +rd nu o I t is a 0 0.90X 371047. BUENA VISTA STATION • MhAMI. FL =0A 33137 Sandy Tinsley Advertising 7500 Coral Way Miami, F1 33134 1t LLid.G `v ADVERTISINd To Whom It May Concern: Donnelly Advertising has had the pleasure of dealing with Sandy Tinsley Advertising for the past four (4) years. In that time this innovative agency has produced some of the finest outdoor advertising seen in the South Florida Market. This agency is one of the select few who understand & knows how to utilize outdoor to its fullest. The diversity of clients over this period of time has been large but with this diversity we have never had the first billing or payment problem . It is trully unique to find an agency with these skills along with all the other attributes, in the Miami Market. Feel free to contact Donnelly Advertising and we will confirm all of these directly to anyone who asks. Sincerely, Edward L. Ross Sales Manager A Spirited Talent Pool; July 28, 1977 TO WHOM IT MAY CONCERN but "firm has been doing business with Sandy Tinsley Advertising, Inc, for over a year, assisting with expertise in interpreting and gearing their advertising to the Latin market whenever necessary. We consider Sandy Tinsley Advertising Inc. to be one of the more advanced and innovative advertising firms in the greater Miami area. Their professional standards and prompt response to financial commitments make working with Tinsley Advertising an even more gratifying experience. Sincerely, yz- z- D. �.—Rincones President DAR : bt .nA� �.+�'�' LOZ+ 999 W •- ante. Dpuot3.1I0I nos tenue l9 ii .M S •I C9Lr-susig1QSND..6QNISILuammar o ,tRi.: ,, . . UNI Y EWSPAPERS \ I i 1,1,1 IilJ, l„•ii,I, iil \CNA \ „nr ..i l „,tl,„Ilr,t 1;. I I,r \I1.11111 1101.1141 SOUTH MIAMIKENDALL NEWS \I)\ 1 I2 1 ItiI\t, 11'Iteve Your .7uvrrr•sr'tg Gets Results 4 , ( I \~till 111) 41O(,-C`2I Published Monday, lleee/nesddv. dnd Fiul,tys DAILY SUN REPORTER. Tuesday. April 12. 1977 Business in brief 12 AWARDS FOR AI) AGENCY The advertising firm of Beber, Silverstein & Partners walked away with honors in the Greater Miami Advertising Federation Award Banquet by winning four MAC awards and eight First Place Addy Awards. The Miami Advertising Club awards or MAC's, are the most prestigious local advertising awards given annually. The Addy Awards, also presented locally, are then entered at a state level, and finally into National competition. Beber. Silverstein placed first in the MAC awards and Addy awards more times than any other South Florida advertising agency garnering a "sweep" for the evening. The firm, whose principles are President Joyce Reber and Secretary -Treasurer Elaine Silverstein. also received 10 runner- up awards or "Distinctions" in a variety of categories. Beber, Silverstein's Art Director and Executive Vice President Lou Masciovecchio and Chief Copywriter Jerry flubschman 'dominated the awards ceremony hosted by TV personality Bob 'Leaver at the Konover Hotel, April 1. \I %\ Monday, Apit! 11.1977 Beber, Silverstein Big 'Addy' Hit The advertising firm of Beber, Silverstein & Part- ners walked away with honors in the Greater Miami Advertising Federation Award Banquet by winning four MAC awards and eight first Place Addy Awards. The Miami Advertising Club awards or MAC's, are the most prestigious local advertising awards given annually. The Addy Awards, also presented locally, are then entered at a state level, and finally into National com- petition. Reber. Silverstein placed first in the MAC awards and Addy awards more times than any other South Florida advertising agency garnering a "sweep" for the evening. The firm, whose prin- ciples are President Joyce Beber and Secretary - Treasurer Elaine Silver- stein, also received 10 runner-up awards for "Distinctions" in a variety of categories. Reber, Silverstein's Art director and Executive Vice President Lou Masciovec- chio and Chief Copywriter Jerry Hubscbman dominated the awards ceremony hosted by TV personality Bob w t the Konover Hotel. April 1. Intellectually 1 know women are equal; emotionally I am influenced by a mean Italian father. Joyce and Elaine are courageous people. They can say some things that men couldn't get away with." dimension. An array of successful campaigns for major clients and a wall of awards from di%erse contests in creati%ity. art. work. film and radio products attests to the professionalism Heber and Silverstein hring to their own efforts and the kind of team they'se put together Success takes more than talent and desire. I he hale plenty of loth. especially desire. It also takes management and tinancial skill. and it takes performance as busses of a crew ot adsanced. expensisc and diverse capabilities equally as drtten. I hey're women, ot course. though ou are muted to say. "So What'!" in consequence of their compeuu\e achie%ements. Yet. they ARE %%omen trim. feminine. goodlooking women. with families Maybe gender detenst\encss induces that extra measure ot .tsscrtncness. that decisive margin of -We'll show the bastards' spirit. I he men \%ho has e joined ocher and Sitserstetn as partners or key talents confess that, at ttrst. the expected some tentale tothles and anticipated adjusting to them. " I hat there women." said .ferry Huhschnraan, the copy ruing whi,. "isn't a factor. Sometimes they look at things trom a different angle than a man might. hut that's helpful It goes us a fresh angle." Iluhschman'\ co-creatne director. tagged m the agency's in-house Kanter as the industry's archetypal "Italian artist teamed oh the Jewish copywriter." is I ou Mascot%eechio. He thought the losses' womanliness night he a problem %t hen he armed. "Intellectualis I know woolen are equal. emotionally I ant influenced by a mean Italian lather. Hut Joyce and I Lune are courageous people. I hey can say some things because they are women that men couldn't get away \t ith. Ohs musty. they're as good as any ratan at w hat they do." 1aseni\eccho has IN years in ad%ertising and associations with more than a doicn agencies. Ile thinks he's taund a home this time. Ile quotes an old salt about advertising as a career: "'The most tun you can has e with your clothes on." Beher and Silerstein oh%musly are hating fun with their husiness. Eloweser. when the commissions on killings come to Netter than y9(N1.110(1 a year and a number ot associates earn in excess of S50.1100 a year each. tun oh%tously doesn't meet the payroll. 1 he matched pair resent maleattitudes that imply their husiness is a hobby or that their successful husbands in some way insured their success. .\nd. as a matter of tact. exploring the growth of B&S and the detclopment of major accounts. it ts ohs ious that somebody around the place can sell like hell and that sonnehods else can manage people and mines with the hest of the computer -selected male corporate people manipulators. President He her earned a journalism master's degr:e at Columbia I'niyersity, edited science fiction pulps (Startling Stories etc.). worked tor writer Hen Hecht. She grew up accustomed to money: her family has it. Her father was a Ness York manufacturer. When she rooted to Miami she tree -lanced. Beher and Silerstein tint knew each other through the kon Bloomberg Agency of Philadelphia. the one that put them onto the "Screaming Eagles." Siherstcin's father owned a hotel in Mount Clemens, Nlich.. sort of the borscht circuit ot the Midwest. She came to Daytona as a teenager. An academic achiever, she studied husiness and marketing at Minnesota. earned both BA and MA degrees in English literature at the I'ni%ersts of Michigan. worked a year with the Nev. York ad agency of Doyle. Dane. Hernhach in the marketing department. She remembers family talk of husiness. business. Her dad taught her to handle tax returns. With her early bent for English Lit, she thought. maybe a career as a reader in a publishing house. but in 1959 she married, came to Miami and shortly thereafter joined the start-up team at Miami -Dade Community College. South Campus. Sit%erstein taught remedial reading. English, .lames Joyce. frying tor a PhD overly tried her patience and when she and Joyce Beber crossed paths. she dropped education and heavy chic in olemcnts for something more challenging. .A bout the same age ("younger than Jackie Kennedy Onassis"), the pair shared interest and drive. "Don't go into that brutal, backbiting advertising husiness;' they were ads tsed. Utley appraised existing agencies and found most of them, by their lights, not creati%e. totally submissive to client direction and short on teamed talent. So they started. "How's husiness'?" they were asked early in the game. "How's yours'? they replied. An early campaign for the Pottery Barn, on radio, proved the value of new approaches. They committed a third of their client's total annual budget to a three-day radio blitz. As the campaign warmed, they drove with trepidation by the Barn. Silverstein told Beher. "Don't stop if there're no people there." The place was packed. They moved on to an effective campaign for Exotic Ciardens. American Savings and Loan, a client for three years, places heavy media schedules. Arvida, now in the stable for two and half years, has been adding new MIAMI MAGAZINE November 1976 37 Effn 1 1' Our Infidelity Changing Attitudes on Sex 1! 1aa n's World Female Power On the Rise, ...Yet a Long Way to Go, Baby • NOVEMBER1976 ONE DOLLAR diC --1 1/4 •_. ' m iE.fr . • A $6 million team soars to success By Sylvan Meyer Another ad%einsutg agency? In 1971, according to an% authorn%'ou could 11nd, Miami needed another ad'.ertising agenc% like Riscasne Houle• and needs another trattic signal. tit here came a pan ut stuhhotn Nomen. opening an agent% as an affiliate of a Philadelphia firm and shortl% alterrard branching ott for themsckes. ioscc lieher and l.lame tithersteut started Nith an account that never materiaIi ed the -Screaming 1-agles" hockey team and another account that didn't pa% anything came to their tNu-room agency on Bird Road the American .IcNrsh ( untrnutee I hen came a ter small accounts and one hug one that lett them holding the hag tor a healthy inn Nhtch the% esentualh paid ill out ut their uNn pockets. And trnallh. ui N1a% ut 1975. nor housed in ('oral (iahles. 5I.5 mllhun in billings and in the tall of l976. killings on an annual haws of Sr, rooftop N rth Olen Sights on 5I11 million. And atter that'' No limit. 1 he ocher and Silsetstein agency isn't nuterorth% because it is ut ned and managed by Nomen. hut because of Its sNitt and telling success. Nonetheless, it may he the largest independent agency in the counts Nth NUrnen at the helm. 1 he 51ar% Wells agency of Nev, Yolk has gone public as part of a conglomerate and the country's lost all-Noman agency. 1 cane and Hall ul 1 os Angeles. mote recently became a subsndcu} ut l•uote. ('one and fielding. I -or the first is a %cars the agency chiefs. a cuntplementar% duo ut sharpy educated. intense and hyper-tnuti‘ated professionals. 36 Aid, tor.,.Alirt r..,.,. a... I.,:.. dreN nothing tor thcntselses. 1 hey conceded. OK. has ing doctors tor husbands and nut ha% ing to Nurr\ ahuut groceries gut them through then others might hose confronted the d:irl% bread hit. 1uN they're taking 5Ill0.000 a year each and leasing some piotit in the partnership. licher. lthersletn & Partners Adhertisutg Inc. is a %uung success. an ad argent% stalled to cope Nth just about an account Intellectually 1 know women are equal; emotionally I am influenced by a mean Italian father. Joyce and Elaine are courageous people. They can say some things that men couldn't get away with." dimension. ,An array of successful campaigns for major clients and a wall of awards from diverse contests in creativity. art. work. film and radio products attests to the professionalism Heber and Silverstein hang to their own efforts and the kind of team they've put together. Success takes more t han talent and desire. They have plenty of both. especially desire. It also takes management and financial skills and it takes performance as bosses ot a crew ol advanced. expensive and diserse capabilities equally as dris en. i hev're women. ol course. though you are moved to say. "So What?" inconsequence ot their conipetitoe achievements. Yet. they \RF. women trine. teniinine. good looking women, with tamilies. May he gender defensiveness induces that extra measure ot assertiveness. that decisive margin of "We'll show the bastards" spirit. I he men who have joined Heber and tiiherstein as partners or key talents runless that. at hest. they expected some lentale toihlcs and anticipated adjusting to them. Ihat they're women." said Jerry 11uhsehntan, the copy -writing. why. "isn't a factor. Sometimes they look at things from a different angle than a nian might. but that's hetptul It glues LIS a tresh angle." Iluhschman's co-creatise director. tagged in the agency's in-house Kanter as the Indust!y's archetypal "Italian artist teamed with the Jewish copywriter." is Lou \lascuivecchio. Ile thought the bosses' womanliness might he a problem when he art ed. "Intellectually I know women are equal, emotionally I ant influenced by a mean Italian lather. But Joyce and Flame are courageous peopk. 1 hey can say some things because they are women that men couldn't get away M. Ith. Oh%bully , they're as gaud as any man at what they do." \1:Iscuivecchu) has IK years in advertising and associations with Inure than a dozen agencies. He thinks he's found a home this time. Ile quotes an old saw about advertising as a career: "f he most fun you can have with your clothes on." Heber and Silserstein ohsuwsly are haying tun with their husiness. However. when the commissions on billings come to Netter than S900.IIO0 a year and a number of associates earn In excess of $50.000 a year each, fun ohsuiusly does,r't meet the payroll. I he matched pair resent male attitudes that imply their husiness is a hobby or that their successful husbands ui some way insured their success. And. as a matter ot tact, exploring the growth ot BRS and the development ot major accounts. it is ohs sous that somebody around the place can sell like hell and that somebody else can manage people and money with the hest of the computer -selected male corporate people manipulators_ President Heber earned a tournalisni master's degr_c at Columbia University, edited science fiction pulps (Startling Stories etc.). worked for writer Ben Hecht. She grew up accustomed to money: her family has it. Iler lather was a New York manufacturer. When she moved to Miami she free-lanced. Heber and Silserstein first knew each other through the Ron Bloomberg Agency ot Philadelphia. the one that put them onto the ".Screaming Eagles." Silverstein's father owned a hotel in Mount Clemens. Mich.. sort of the borscht circuit ot the Midwest. She came to Daytona as a teenager. An academic achiever, she studied husiness and marketing at Minnesota. earned both BA and MA degrees in English literature at the University of Michigan. worked a year with the New York ad agency of Doyle. Dane, Bernhach in the marketing department. She remembers family talk of husiness, business. Her dad taught her to handle tax returns. With her early bent for English Lit. she thought, maybe a career as a reader in a publishing house, hut in 1959 she married. came to Miami and shortly thereafter joined the start-up team at Miami -Dade Community College. South Campus. Silserstein taught remedial reading. English, James Joyce. Trying for a PhD overly tried her patience and when she and Joyce Beber crossed paths. she dropped education and heavy civic involvements for something more challenging. About the same age ("younger than Jackie Kennedy Onassis"). the pair shared interest and drive. "Don't go into that brutal, backbiting advertising husiness" they were advised. They appraised existing agencies and found most at them. by their lights, not creative, totally submissive to client direction and short on teamed talent. So they. started. "How's husiness?" they were asked early in the game. "Bow's yours"'? they replied. An early campaign for the Pottery. Barn, on radio. proved the value of new approaches. They committed a third of their client's total annual budget to a three-day radio Hitt. As the campaign warmed. they drove with trepidation by the Barn. Silverstein told Beher, "Don't stop if there're no people there." The place was packed. They moved on to an effective campaign for Exotic Gardens. American Savings and Loan, a client for three years. places heavy media schedules. Arvida, now in the stable tor two and half years, has been adding new RflArai MAGAZINE November WE, 37 • divisions of its enterprise to the B&S list e that time. It took two years to sell that account, Heber recalls. They landed a big national account in Econo - Car International Inc., and developed the firm's $5 customer compensation policy. Five bucks hack on any one of 10 items if the company fails to deliver as promised. That one took some hard sell with franchisees who were afraid they would pay out too much. The campaign is nationwide now. on television. in magazines and newspapers. It was B&S that vaulted Miami's WINZ into quick success when the station adopted an all -news format. Whether the station's lived up to the campaign is a matter of listener judgment. Its ads, right in The Miami Herald. asked whether you spent more time on 1-95 (presumably listening to radio) or with The Herald, and boldly stated that "Tomorrow's Herald may he the last newpaper you'll ever read." Beber. the front person who peddles the agency's wares relentlessly. ceaselessly and effectively, is well -teamed with the less talkative. financial. inside -manager Silverstein. They frequently disagree hut always accommodate. a process of repeatedly arriving at unstated truces. Very possibly. their own potential tor conflict at the top is mitigated by their management approach and the easy rapport 38 MIAMI MAGAZINE:November 1976 41/1 sittest (' A n. with an intensity marvelous in its Beber and Silverstein Leadership Joyce Beber. president; Elaine Silverstein. secretary -treasurer; Robert Blankenship, vice president and director of account services: Lou Masciovecchio and Jerry Hubschman, co - creative directors. art and copy respectively; I Larry LeBlang, art director; Bob tiyitray. graphics supervisor. John Nuccio. director of marketing and media services. L J that suffuses the agency's ranking roster of talent. "We're all really out of the same school of basic advertising directions," said Hubschman. "We want to get involved with the client, develop a total marketing approach and maintain a position independent of the client." B&S operates on a team basis. It melds individual creativity into group sessions. Heber and Silverstein participate in the conferences, are involved in end -product review and in the process. tinall, of fitting media selection to a campaign's marketing concept. The internal operation dotes on informality and on a high degree of mutual respect among the people of the agency. I3eher says again and again that the people respect each other's talents and that the agency goes after people who cost it lot of tootle) hecause they are good. This is her basic theme in promotion agency services. It is said when she risest up and each -time freshness. The repetition may be part of advertising hucksterism, but it nevertheless appears to be supported by actuality. You can't move in the B&S hallways for the impromptu conferences in progress nor can you escape the obvious regard. even comradeship, the people jamming the hallways seem to have for each other. It is a congregation of strong talents. brought together at considerable cost with recognition by the high priestesses of the economic risks expensive investments in personnel entail. Or perhaps the agency merely follows a basic rule of confident management: bring together the best people you can find, mix 'em up and turn 'em loose. This might well be the strategy of the sort of mother -- Silverstein in this instance -- who was called at the office by her9-year old son who had missed his ride home from school. "Be creative," she told him. and hung up. He got home. Or. of a Heber stunt. After two tries with somewhat innovative material to please a cruise ship client. the client said really what worked best for them was simply printing their schedule in the paper. Heber departed the conference and sent the company a large cake. It was inscribed. in sugar icing: "Bon Voyage."4;\ Frequent statt (nt:rentes rrtle'ct team approach at thrnuty youny dd dyri c , t QUt ST THAT THE CITY OF ftIAMI AUTHORIZE THE EXPENDITURE E 0_ $25006 TO PROVIDE SUPPLEMENTARY PUBLIC TRANSPORTATION FOR ITS DISA3I.ED RESIbENTS THROUGH THE SPECIAL TRANSPORTATION SERVICE PROGRAM (S.T.S.) %4}LAT IS STS The S.T.S. Program is a county -wide public transportation system for the handicapped and disabled who are physically unable to use the 1:Ti bus system. Eligible persons are provided curb -to -curb transportation. Private for -hire vehicles under contract to the County provide vane vice from 6 a.m. to midnight, 7 days a week. Eligible persons make d arrangements by telephone. Because of funding limitation, each user is limited in the number of trips allowed each month. The cost to the user is $1.00 per triu paid in advance by the purcba=er • of trip vouchers. The total cost to the County for an average trip is about $7.80, the difference of which is paid by the County. In total, program on a county -wide basis will amount to approximately $3CO,000 in 1977 and $1,000,000 in 1978. PROGRAM BENEFITS Since June of 1976, a total of 110,000 trips have been provided to 5,300 physically disabled residents of Dade County. A survey of travel patterns of these same persons indicated that prior to the initiation of S.T.S., they were only able to take absolutely essential trips such as for medical care. The S.T.S. service has providrl an opportuni._; for t:e disabled to begin living a more normal life, to plrticip to in o:gyp ortt:-:_ti _s for self - development such as education, to become clean c-ti.cally self-sufficient through access to work, and to take part in community cultural, recreational and social activities. The S.T.S. Program is, however, limited in its ability to meet travel•requirements of all the handicapped cow_:_l wi a as well as all the travel opportunities each user might desire. EFFECT OF STS ON CITY OF MIAMI RESIDENTS Analysis of trip making patterns show that 30 of all trips, on an average week day (144 out of a total of 483 trips) originated within the City of Miami. Our review of program users indicates well over 33'', have a residence address within the City of Miami. As a county -wide program, the growing demand and riders hip can only be maintained at a base level of service. Due to cost, the County is unable to meet the desired and =e;uested travel demands in terns of the number of monthly trips from the users :.fishes. If a municipality such as the City of Miami wishes to prcvi'e a higher level of service for its City residents, it could provide supplementary funds for the service. The improved transportation and quality of life benefits that will accrue to disabled City residents may warrant the expenditure of City funds. • ,