Press Releases - DeVito/Verdi - DeVito/Verdi Press Releases at en-us Copyright 2018 With Lindsey Vonn Returning to the Winter Olympics, We Look Back to Her Kohl’s Ad With Us As the Winter Olympics in PyeongChang are upon us, Lindsey Vonn has been a hot topic, as she tends to be. This is will be her fourth and presumably final Olympics. Not to mention, she has recovered from serious injuries that prevented her from competing four years ago. On Friday, she cried at the opening ceremony at the mention of her grandfather who recently passed away. Oh, and her dog became a meme.

DeVito/Verdi is excited to see her back at the top. She is an inspiration and captured all of our hearts when we worked with her the Kohl’s advertisement below.

Vonn is more than just an athlete. She has established herself as a public figure and influencer, active on Instagram and Twitter. Unsurprisingly, Vonn is competitive in everything she does. In the ad, she talks about shopping like she does sports, “Your heart is pounding, your pulse is racing, it’s a real adrenaline rush.”

The world champion skier already has 2 world championship gold medals, not including her silver and bronze medals, but she is going for more this year. Vonn will compete in the Giant Slalom, Super G, Downhill, and Combined skiing events.

Where to Stream Her Events

2018-02-09 15:23:24
What did DeVito/Verdi think of this year’s Super Bowl ads? We asked around the office which ads stood out to people while they watched the Super Bowl. Overall, most people thought that it seemed like a weak crop of ads this year compared to past years. Here’s what people said:

Andy Brief

Good: “I couldn’t really hear much at the party I was at, but most of the ads didn’t really stand out to me. If I had to pick, I’d say the NFL ads with Eli Manning were my favorite.”

Bad: “A lot of the ads were mediocre but especially the Doritos/Mountain Dew one. The cost to hire Peter Dinklage and Morgan Freeman and for all those effects must have been extremely high. If you’re spending so much, you can’t have the ad fall flat like that.

Eric Schutte

Good: “I give big props to tide for trying to take over the Super Bowl with a realistic spokesperson and making fun of advertising using mini campaign.”

Bad: “The rest of the spots made me realize that this year watching the game was more entertaining than the commercials.”

Rebecca Chambers

Good: “The M&M commercial with Danny DeVito. Stood out because the crowd in my apartment became very animated, everyone was laughing, and it was overall a very engaging ad that drew the audience in.”

Bad: “The Sprint commercial. The entire room fell really silent and everyone just remarked how creepy the robots were and said nothing about the brand that was being promoted. The concept overshadowed the product and made the ad a flop.”

Wayne Winfield

Good: “I didn’t particularly love anything. I guess I liked the Tide stuff most.”

Bad: “I was deeply offended by the Verizon spot, which tried to give the company credit for saving people’s lives.”

Barbara Michelson

Good: “I probably liked the E-Trade This is Getting Old commercial the most.”

Bad: “There were plenty that I didn’t love but I’d have to say that Febreze’s Bleep Don’t Stink commercial was my least favorite. It just didn’t resonate at all.”

Amy Weiner

Good: “My favorite commercial was the Eli Manning/Odell Beckham ‘Dirty Dancing’ commercial for the NFL. It was hilarious and made you LOL, whether you love or hate the Giants. ‘Alexa Loses Her Voice’ was another great commercial with cameos by Rebel Wilson, Anthony Hopkins and Cardi B, all who are very recognizable and have very distinct voices. Even Amazon CEO, Jeff Bezos made a cameo appearance.”

Bad: “I did not like the Groupon ad with Tiffani Hardish. I didn’t think it was funny at all and was left scratching my head, as if to say ‘huh, what was that?'”

Luis De Castro

Good: “Tide has to be the clear winner. Advertising in the Super Bowl is so expensive, you have to get more out of it than just having people watch your ad. Tide not only got a ton of people online talking about their ad, they got people wondering if every generic looking ad was going to turn out to be a Tide ad. I feel bad for Persil. Tide made it so that Persil’s ad got more people talking about Tide than Persil itself.”

Bad: “There were so many bad ones, especially the ones trying to piggyback off of tragedies, but the worst has to have been Ram’s MLK ad. Beyond the obvious disrespect of using MLK to sell cars, MLK actually gave a speech once criticizing car advertisers. How does nobody at the company or at their agency due their due diligence to make sure something that big doesn’t slip through the cracks? At least the Twitter backlash has been hilarious.”

2018-02-05 12:44:13
Our ad on this subject – after being used for years – will finally be retired Cleveland Indians Will Abandon Chief Wahoo Logo Next Year.

The team was under pressure from baseball’s commissioner to stop using the logo, which is deemed racist by many. Read the full article in the NYTimes here:

2018-01-30 09:34:23
Quick Thoughts on Word of Mouth and the Healthcare Industry The critical nature of word of mouth (WOM) marketing as it relates to choosing hospitals, doctors and it’s overall impact on healthcare choices still needs study—after all, the decisions made are serious/important. Many recent hospital studies maintain its importance and past research certainly identifies WOM as critical in healthcare choices, as it feeds reputation. Has this factor changed as the internet has become a more important part of the consumer healthcare journey? Or has it simply transitioned into eWOM online? There is no doubt WOM is critical and how to instigate it just as important, especially when typical digital targeted efforts and direct marketing may or may not help. PR is usually the vehicle of choice (at one point Mayo measured ‘happy patient’ WOM) but as important as it is, it is not enough to work alone in this area. WOM is also about promoting ‘trust’—the structure every brand is built on. Finally, (International Journal of Business and Management; Vol. 10, No. 4; 2015) WOM is most critical in another serious/important decision: financial services, which operates in a similar manner—especially among younger people.

A recent meta analysis provides an interesting ‘round up’ on past research worth reading.

2018-01-26 16:16:32
DeVito/Verdi visits the White House DeVito/Verdi addressed the White House in the area of opioid awareness and combating the opioid epidemic.

2018-01-22 10:11:20
Embracing the Role of the Underdog

“Underdogs” are defined as those that are predicted to lose in a struggle or competition. Yet, in the advertising world, it is possible to capitalize and market the underdog effectively so that it succeeds. Here are five things we found about the underdog effect in advertising and how it can succeed its bigger competitors.

  1. An underdog narrative that is grounded in determination and a little bit of hard luck can improve a brand’s attractiveness, relevance, purchase intent, and loyalty.
  2. Many consumers can identify with the disadvantaged position of the underdog and share that same passion and determination to succeed even when the odds are against them.
  3. Underdog companies appeal especially to those in traditionally disadvantaged segments– such as ethnic minorities, women and blue collar workers.
  4. The stronger one’s own sense of struggling is, the greater one prefers to support the underdog brand.
  5. The underdog effect transcends cultural boundaries and resonates especially during tough economical times.

A good example of a successful underdog narrative is our campaign for NEFCU, a credit union in New York City.

2017-10-17 12:17:50
Media first or Creative first ‘round 2’ “If you depend on figuring out which old media, new media, internet media, cellphone media or whatever media is right before you have a creative idea that makes that medium actually necessary or work harder, the best result you can expect is to be only as good as your competition — and not better. All those media and internet choices are available pretty much to everyone. However, if you start with a brilliant creative idea you are instantly setting yourself up to do better than the competition since the best ideas are unique, interruptive and make any media idea work harder for you.

Net net, don’t settle by getting excited about some new way to reach people, or any of the numerous new internet and cell phone ad delivery systems. Not good enough. Think about the creative idea that engages and activates and keep the media options available as part of the idea. This side by side sign that went up to get consumers to visit Legal Sea Foods near the Boston Aquarium uses the aquarium logo and importantly comes out of a single creative idea that incorporates the creative and the medium in one thought. Brilliant and effective.” – ELLIS VERDI

2017-10-09 12:44:08
“Fresh Thoughts” from Legal Sea Foods Following a string of somewhat controversial ads, our new “Fresh Thoughts” campaign brings together humor and wit in an otherwise not-so-funny seafood sphere. This new campaign targets seafood enthusiasts that are willing to chuckle for a change.

Seafood is known to be one of the greatest brain foods, and the new ads that ask if “squid sign their name in ink” or if “jellyfish [would] taste good with peanut butter” give suburbanites something to think about on the T.

View all the print ads:

2017-09-26 11:38:44
National Thoroughbred Racing Association Ad Campaign Gallops Into CLIO Hall Of Fame NEW YORK (Sept. 13, 2017) – The New York advertising agency DeVito/Verdi and the National Thoroughbred Racing Association took a victory lap of sorts this past week when their acclaimed radio ad campaign was named to the Clio Awards Hall of Fame.

The Clio Awards, one of the most prestigious international advertising awards shows, recognizes and honors creativity and innovation in the industry. The organization’s judges announced this week that the NTRA campaign, “And They’re Off,” was one of two entries deemed worthy of the Hall of Fame in this year’s voting.

The commercials that comprised the NTRA campaign all followed a similar approach: a fast-talking announcer provides running play-by-play of an everyday outing or happening with the same brio as if he were calling an action-packed horse race. Invariably, all of these events fall short of the excitement and thrill of visiting a thoroughbred racetrack.

The two radio spots from the campaign that earned entry to the Clio Awards Hall of Fame were “Dinner Date” and “Walk The Dog.” To hear additional radio ads from the campaign, visit

To be eligible for the Clio Awards Hall of Fame, entries must have won a gold award in a major international advertising show in the past. The entries must also be at least five years old, with a first appearance or airing prior to 2012.

Since its debut in 2002, the “And They’re Off” campaign has garnered scores of advertising and creativity awards, including top prizes at Cannes, Clio, and Mercury award shows.

According to the Clio Awards, Hall of Fame selections are for “outstanding work from the past that has stood the test of time and cemented a place of honor and respect in the hearts and memories of consumers and advertising professionals alike.”

“We knew right from the gate that this campaign would be a winner,” said Ellis Verdi, president of DeVito/Verdi. “And it’s an absolute thrill to see it recognized by the Clios for its Hall of Fame. This is one of the most acclaimed and award-winning radio ad campaigns in history. We’re so proud it’s been given its due.”

2017-09-13 16:13:48
BayCare Labor Day spot recognized by AdForum Yesterday, AdForum announced its top five ads for the week of Monday, September 4. The 30-second Labor Day spot we created for BayCare Health System was awarded the Editor’s Pick. The spot illustrates BayCare’s importance in the Tampa area in bringing life into the world.

See the rest of their rankings and watch the spot here

2017-09-12 14:48:13
More than just hospitals should fight the opioid epidemic Hospitals, insurance companies, drug companies! It’s time to communicate with consumers about the opioid crisis. It’s not a choice, it’s a responsibility. Exploration and study of this issue has taught us the power of advertising is part of the solution, but it is not enough on its own. As the ‘third bucket’ of necessary hospital communications activities (same group of initiatives as lectures on diabetes control, weight management, etc.) hospitals need to show care for their populations by communicating to them about the risks of opioid usage beyond prescription and the risk of evolving to other drugs like heroin. In addition to helping society and fighting against a tragic trend, this imparts much strength to a hospital brand and its role in combating an epidemic like no other. The same goes for insurance companies and drug companies. Fighting against the opioid epidemic not only helps society, it helps improve their brand image.

Opioid Epidemic Advertising

Opioid abuse affects everyone

2017-09-05 15:02:18
What can the solar eclipse teach us about an underused marketing tool? There are a thousand different ways to make the solar eclipse seem relevant to marketing. There are a thousand think-pieces focusing on how brands are hopping on the eclipse bandwagon, or how the memorable nature of an event like this is an excellent retail opportunity, or how the inherent virality of an event like this can boost guerilla marketing efforts. Those are all well and good, but the eclipse is an excellent opportunity to look at an extremely valuable yet underutilized marketing tool: Google Trends

Trends is a free tool put out by Google that tells you how popular a search term or topic is relative to everything else being searched. Google Trends has a really interesting overview on the solar eclipse, showing the most common searches related to the eclipse, the interest in solar eclipse glasses, and even the interest in solar versus lunar eclipses in the United States over the last five years.

It’s neat stuff, but what does it have to do with marketing? Google Trends is useful to marketers because it is the easiest and cheapest way to get an overview of what the general public has any level of interest in. Think of it this way, following the trends on a site like Twitter tells you what people care enough to talk about online, but does it tell you much about what they’re passively interested in? On the other hand, Google Trends tells you the little things they had any sort of interest in and is very useful for back of the napkin calculations.

Say you are looking for a spokesperson and want to compare two actresses from a very popular show like Game of Thrones. It might seem obvious that Diana Riggs (Olenna Tyrell) is a better choice than Indira Varma (Ellaria Sand), but Google Trends goes further than just guesswork. You can compare exactly how many people searched for each of them in the time frame when they were both on the show.

That’s a pretty simple example, but it can be taken further, such as seeing how often a brand was searched for before, during, and after they ran a TV advertising campaign. It is not a perfect research tool, but it is extremely helpful for some preliminary calculations. Let’s take it a step further and show how it can be used in a more in-depth way.

Put yourself in the shoes of a small airport, let’s say Sarasota Bradenton International Airport in Florida. You know you are losing passengers to other larger airports nearby and you’re going to run an advertising campaign to try and fight back. You could commission an expensive study to track how well the campaign is going, or you can jury rig your own market research together using Google Trends. You already have access to sales volume and whatnot, but Trends gives you something else, how often people in your area are searching for particular airports regardless of where they fly out from. Limit your search to the metropolitan regions relevant to you and see how often each nearby airport is searched.

Analyze every 30 day period from when you start your advertising campaign and all of a sudden, you have a free and effective alternative to expensive market research. Is it perfect? No. It would be foolish to rely on this as your only source of research, but it is extremely useful for helping you close the gaps in your knowledge and quickly analyze your marketing efforts. Trends is even more useful when used in conjunction with other tools like Google Correlate and Google AdWords, but it is still a very helpful standalone tool that doesn’t get enough appreciation.

2017-08-21 15:17:12
Distribution versus content: Who reigns supreme in TV land A conversation with Chris Tinkham, written by Darya Bor and Barbara Bell

To those who argue wholeheartedly that TV is dead, Devito/Verdi EVP & Media Director Chris Tinkham says to hold your horses. Although these days it might feel like the media is on the brink of a television apocalypse (read: television is dying, everyone’s watching shows on phones, advertising dollars are going to mobile, this is the end of a medium) Tinkham still wants to challenge that narrative.

Let’s be clear: we’re not denying that mobile viewership is rising or that many advertising budgets are transferring to mobile, but the reality of our TV consumption today is that most viewing is still done at home in shared living spaces.

Even if not on traditional network or cable, our consumption of TV relies on methods of distribution. What matters to traditionalists and cord-cutters alike is that what people watch urgently binds them to their shared screens. Why does this matter?

Distribution versus content companies

For the sake of oversimplification, let’s assume the video-distribution world splits into two major types of companies (that are, in reality, not mutually exclusive): distribution companies and content companies. Distribution companies transfer content from a source to a viewer. Distribution companies include providers (Comcast, DirecTV, Spectrum, Fios) and newer online platforms (Sling TV, Netflix, Hulu).

Content companies are creators. They create content to distribute to distribution companies. Content companies are the entertainers, the brainstormers, and the idea innovators. Content companies include our favorite TV networks (ABC, CBS, ESPN, the CW, HBO, and the list goes on and on). Content companies also include YouTube, Amazon Video, blogposts, the up-and-coming world of podcasts, etc.

Let’s compare… show me the money

Distribution companies are the utility providers of television. They generally have a higher profit margin because they deliver a fixed-rate service to the consumer. Distribution companies do not have to involve themselves in the nitty-gritty of producing the content that they deliver. Content companies, by contrast, assume risk. They do not have a fixed-rate service. Instead, their revenue is at mercy of viewership, overall popularity, and incredible time-sensitivity of their content.

In a business that’s all about money, distribution companies seem to be the sweet spot. So, how do content companies leverage time-sensitive, must-see content? One word: sports.

Live sports programming is the sacred cow of content and the epitome of must-see TV. Watching sports is inherently everything that a content company wants: live, timely, and the subject of tomorrow’s watercooler talk (comparable to Game of Thrones, the Academy Awards, the Grammys, and the latest tweet from Pennsylvania Avenue).

Some real world examples

We see this evolving continuum played out with Comcast’s 2009 acquisition of NBCUniversal. The acquisition gave Comcast (a distribution company) unrestricted and untethered access to NBC Sports (a content company). By getting an “in” into the viable network of sports programming, Comcast was able to leverage its hybrid distribution/content capabilities (especially regarding Disney/ESPN) and drive hard deals for negotiations regarding licensing rights and streaming for other events, championships, leagues, and playoffs, among other layers and layers of opportunities created by sound business sense. It also led to adding aforementioned content — NBC Sports, The Olympic Channel, and the newly-formed Sports Engine to cable bundles. Before, Comcast’s relationship to this very profitable outlet was tangential – and now it’s raking in the money.

This brings us to the Discovery & Scripps acquisition. Last week, Discovery Communications (content company) announced it would acquire Scripps (also a content company) in a cash-and-stock deal valued at $14.6 billion. Discovery, which owns The Discovery Channel and TLC, produces mostly non-fiction, lifestyle, sports, and kids content. Scripps produces lifestyle content in the home, food, and DIY areas.

This is a great marriage of traditional audio-visual content, but only in the short-term. Why? Because this merger doesn’t add any must-see value to these content companies. Unlike Comcast-NBCUniversal, Scripps doesn’t have long-term sacred cow programming. Yes, the merger will allow for more travel, food, science, documentaries, home decorating, reality TV, etc. but the main leverage is in content negotiation with distributors other than maybe short-term affiliate life. For a little while, the allure of a consolidated content network might satisfy consumers, but who knows how it’ll play out in the future. According to the Wall Street Journal’s July 31 article on the merger, “investors should see this deal as a sign that more pain is coming for smaller networks.”

So back to the strange question of acquisitions

Now we return to that strange question of distribution companies buying content companies: If distribution companies have fixed, steady, profit margins, why do they buy content companies? Why would distribution companies be interested in assuming the risk of making must-see TV if they could stick to a more solid money-generating distributing model?

Distribution companies see the opportunity to own and control a content company (or minimally use as leverage in relationships) as a cheaper long-term investment than repurposing someone else’s content company. Companies need to make themselves more competitive and versatile nowadays; they can’t just have one specialty. For example, YouTube doesn’t just make content, but it’s starting to distribute it (hence YouTube Red). Meanwhile, it’s not enough for Hulu to just relay content that someone else has made. They, too, need to produce its own content (hence Hulu originals Harlots, Handmaid’s Tale, and Difficult People).

Naturally, these proliferating, merging, and hybrid choices in TV options will mean that people will make more choices; variety breeds variety. But whoever continues to control or create better must-see content will reign supreme in the land of distribution.

2017-08-07 15:30:59
McCormick presents at Hospital Marketing National, urges hospitals to get social Sociability and relatability “huge” opportunities


Devito/Verdi (New York, NY)

“You don’t advertise a hospital with a ‘MRI for $29.99 THIS WEEKEND ONLY’ special,” Paul McCormick, EVP of Account Management at Devito/Verdi said. McCormick presented last month June 5-7 at the Hospital Marketing National Conference in Atlanta, GA.

His presentation, entitled, “Pillars of an Overall Communications Strategy” discussed the changing landscape of hospital marketing and how Devito/Verdi has strategically used its outsider view in the healthcare arena to plug relatability and sociability into hospitals. The New York-based agency has a history of strong retail marketing, but client work has included quite a number of hospitals in recent years. Mt. Sinai, University of Chicago Medicine, VCU Medical Center, and BayCare are just a few examples.

“In the retail world, you pull an ad if median investment isn’t paying you back 3-1, but we all know that’s not how it works for hospitals,” McCormick explained.

McCormick’s presentation discussed the idea that good hospital communication can be broken down into three main buckets: 1) Influence the Influencers, 2) Direct Consumer Engagement, and 3) Population Health Management. With this framework, McCormick explains that Devito/Verdi avoids a major advertising pitfall, placing the importance of retail marketing over reputation marketing.

In practice, he explained that emphasizing reputation-marketing plays out digitally. “Think about what people do when they first become aware of a new health condition,” he said.

“Their initial reaction is to go straight to the web for research: hospital Facebook pages, WebMD, Yelp reviews, etc.” McCormick continued.

Therefore, hospitals and caregivers must emerge in digital conversations as sharers and providers on social media. “[As hospital advertisers], we want to engage with patients by sharing helpful content and presenting information to them,” he said.

For example, Devito/Verdi brought publicity to BayCare’s primary stroke centers by tweeting PSAs during May’s Stroke Awareness Month on BayCare’s Twitter page.

“It’s not as much a sell,” McCormick clarifies. But when a hospital does get credit on social media as a provider, this direct consumer engagement pays off just as much as a standard ad.

McCormick goes as far as to say that social media has solidified itself as the ideal platform for hospitals.

“Social media has unique capabilities for facilitating, sharing and displaying information in a way people take seriously,” he said. “It creates an invaluable word-of-mouth reputation that displays both the usefulness and humanness of your hospital system and its relationship to its patients,” McCormick said.

If you’d like to see the full presentation, it is linked below. Bucket 2 about Direct Consumer Engagement begins at 18:11.

2017-07-18 09:20:14
Is the Syrian refugee crisis relevant from a marketing perspective? A New York Times article last week from columnist Charles Duhigg brought the Syrian refugee crisis to light from a marketing lens. Duhigg argues that amongst the countless charities people are exposed to on a regular basis, it is statistically unlikely that you’ll write a check to help the Syrian refugees. “Though the Syrian crisis is a huge and heartbreaking story, it has translated into relatively little charitable giving because the cause doesn’t project hope,” Duhigg says. In other words, it’s bad marketing.

This theory supposes that without a hopeful image or hero in marketing charitable campaigns, people won’t respond positively.

Fact or fiction? DeVito/Verdi President Ellis Verdi says, “ Let’s not be too quick to limit creativity to a formula where only a ‘positive’ ‘hopeful’ message is effective. After all, right or wrong, those depressing type of spots and negative imagery have worked for many years. They tackle the issue by presenting the desire for the absence of negatives,” he said.

Verdi does admit, “If I don’t know how much of a social problem the Syrian refugee crisis is, I might be more effectively reached with a message of hope.” Therefore he cautions that advertisers shouldn’t be creatively lazy and present what might be the worst just because it’s visually impactful.

“In the end, we should judge the message on how much we are impacted by it emotionally,” he said.

2017-06-22 09:55:38
The new frontier of 15-second television spots Let’s cut to the chase: 15-second ads are here to stay. Nielsen, the global media, information, and data tracking company, measures that the number of 15-second television commercials increased more than 80% between 2008 and 2012. In today’s digital age, the importance of these 15-second spots not only speaks to a more technologically inclined and apt population of mobile users but also tighter budget constraints and higher production costs.

With traditional 30-second or 1-minute content shifting to shorter spots, ad agencies must respond effectively to deliver the same punch in half the time, according to DeVito/Verdi President Ellis Verdi.

“The use of :15 requires creative focus and a rock-solid concept, but research shows that these ads can be just as effective as a :30,” he said. The use of :15’s has been in D/V’s wheelhouse for many years, even before the digital revolution.

“Our better reel of commercials are :15,” Verdi continued. “No science or technology is required if you recognize :15 as a great length in its own right.” However, the tendency some creative teams have to tackle the :15 only by cutting down or trimming longer spots can be problematic.

“The best advertising requires some degree of surprise and :15 ads get you to that surprise sooner,” Verdi said.

Check out a few of D/V’s reels to see what the element of surprise in 15-second ads is all about.

Neilsen Source:

2017-06-15 16:39:30
University of Chicago Medicine ads win “Best of Show” BEST HEALTHCARE TV IN THE COUNTRY FOR OUR UNIVERSITY OF CHICAGO MEDICINE CAMPAIGN. UCM moved from 6th to 3rd place on US News & World Report since we started. Here’s the campaign: All done with existing footage.

2017-05-31 15:56:30
Mount Sinai – 2017 Mercury Radio Awards Our radio campaign for Mount Sinai is considered some of the best radio ads in the U.S.

See below press release…just nominated for most awards at 2017 Radio Mercury Awards.

2017-05-08 16:48:06
Digital Foundation Strategy

Gregg Lester, Digital Strategist, discusses the basics of having a strong digital foundation.

2017-05-04 11:21:25
Bernie & Phyl’s “marital life” campaign Our “marital life” campaign draws shoppers in by adding a much-needed, playful punch to the mundanity and stress of domestic decision-making.

This campaign pushes the message creatively with humor in order to rise above all the category noise, get heard and disrupt people notions of what Bernie & Phyl’s really has to offer. We want to covey the point that Bernie & Phyl’s sells high quality product in a style that would appeal to the younger home dweller.

2017-04-10 09:28:26
DeVito/Verdi wins GOLD for Gordmans Social Media campaign Our social media campaign for Gordmans, the Midwest apparel retailer, won the Gold at this years’ Service Industry Advertising Awards Show.

More than 600 ad agencies and 800 institutions competed this year with more than 1,900 entries.

We know that Gordmans shoppers love to save money and they love sharing how they did it.

So we capitalized on the YouTube “Haul” phenomenon.

We asked shoppers to send us their own “haul” videos via #GotItAtGordmans and enter a contest — we used their YouTube footage and made commercials out of them to be used in a variety of channels. Click below to see four sample spots:

Shared in social media. (FB)
Played in-store.
Included in Emails to 4,000,000 G-Rewards customers.
Played at outdoor summer concert sponsorships on the big screen.

2017-03-16 16:04:58
Can a liquor beverage warehouse have a personality? Here’s the voice of one that drove a difference…. BevMo! Print

BevMo! Radio:

2016-09-01 16:06:16
“:15 is the new :30” Shorter length creative is an ideal format for success today if crafted properly.

2016-08-29 12:39:06
…Actually, :15 spots are often better than :30’s because of focus, repetition and cost. Here are some examples…

Creative :15’s TV commercials

2016-08-24 11:12:57
Advertising is an effective way to demonstrate the problem.

2016-08-22 13:50:21
A great hospital is visionary, different and has a voice: Mount Sinai This one: from Mount Sinai….

Mount Sinai :15's ]]>
2016-02-01 12:58:26
Free marketing advice: 711-subway-Oreo711-Fashion-week

When I speak around the country, I can’t stress enough how important it is that your communications have, what we call, your own distinctive “voice.” It’s not easy to find your voice, takes YUGE amount of work, but when you find it, life becomes a whole lot easier. You then must integrate this voice in your owned, earned and paid media. A common pitfall is thinking just because all your ads look alike you’ve nailed your voice (but, the client says, all my ads have a red stripe going across the top of the page and the logo is always in the same place). Don’t fall this. The really great ads may not look all the same but there is something in the tone and manner that says: “That’s my brand. That’s the way we talk.”

These latest subway ads for 7-Eleven coffee we are running here in New York City are a good example of nailing a voice.

If you don’t have YOUR own voice in the marketplace, call me.

Paul McCormick

711-Chill-out-768x1207711-Radiator 711-NY-Nuts-768x1207

2016-01-28 10:27:26
Target Vet May Face Resistance In Overhauling Walmart’s Marketing forbes logo
Starting January 1, it will be a new Walmart if Michael Francis has his way. He has been hired as a consultant to overhaul the retailer’s marketing, with CMO Stephen Quinn retiring after nine years on the job.

Francis will challenge the Walmart bureaucracy to add more lifestyle awareness to its merchandising. It will not be easy. Walmart management accepts change like moving molasses – very slowly and very tentatively. While Doug McMillon, President and CEO of Walmart, has embraced a number of new initiatives, others have been slow to follow.

Michael Francis has a very successful track record. He spent 27 years with Target. During that time he brilliantly shaped the image of Target through cheap/chic fashions. In one memorable campaign he asked, “Fashion is … .” Target then told customers what the current fashions were. He also showed leadership by highlighting merchandise available at Target from such luminaries as Michael Graves a home design maven.

Francis left Target in 2011 to become President of J.C. Penney at the onset of CEO Ron Johnson’s ill-fated reign. He then left J.C. Penney abruptly eight months later as he disagreed with Johnson’s misguided ideas. He subsequently advised The Gap and joined DreamWorks in 2013 to oversee branding and licensing as well as developing consumer products for the movie studio.

I expect Francis to revamp Walmart’s marketing and advertising, creating more of a lifestyle image (versus just price). I think he will have to change the company’s dowdy image to appeal more to the millennial customer. The key question is how quickly will the company accept change? Walmart people are likely to resist.

2016-01-06 09:13:26
Gold Midas award-winning banking TV spot of the year Our TV commercial just won the GOLD at the MIDAS AWARDS, the annual global creative advertising award for the financial service industry. The spot is called “Heart” and it is for our client NEFCU, the credit union here in the New York City area.

We have positioned them to effectively compete as an underdog in the huge banking industry and the larger bank brethren. No easy task, as you know.

We are proud of this win as we beat out outstanding entries from around the world such as ABA Bank in Cambodia, NEDbank in South Africa, IKANO Bank in Sweden, KEY BANK and Synovus Bank both here in the USA.

Have a look at our winning spot

2016-01-05 15:36:26
Google says “micro-moments” key to connect on Mobile “Micro-Moments: Your Guide to Winning the Shift to Mobile.”

Pretty good read.

Of the countless mobile interactions consumer make every day, marketers need to find those Micro-Moments when they can have greatest brand impact.

(i.e., 82% of consumers say they consult their phones on purchases they are about to make in a store.”

I like how they organize thinking around micro-moments: “Be There. Be Useful. Be Quick.“

With relevant tips and examples from Macy’s, Walmart, Walgreens, Progressive, Target, others.

Click to download:

2015-12-14 15:18:22
You don’t need big bucks to get BIG RESULTS Below is a Boston Globe article that just ran regarding our client Bernie & Phyl’s, the furniture store retailer in New England.

This is a classic case of an established retailer who was seeing sales declines of 10% in the past couple years and was able to turn the business around — they now are up +10% year-to-date versus same period year ago.

How? We went to more everyday low price, reduced promotions and created a highly cost efficient Television ad campaign that uses existing stock footage (way less expensive than shooting new film) – the campaign has re-invigorated the business, their brand image…and, we dare say, made Bernie & Phyl a bit cooler to Millennials.

Key lesson: you don’t need big bucks to get big results.

(BTW, we produced 18 spots for about the cost of one, industry average :30 TV spot)


By Jon Chesto GLOBE STAFF DECEMBER 03, 2015

Bernie & Phyl’s is one of the last retailers you would expect to offend people. This is our parents’ furniture store we’re talking about, after all — the one that offered us “quality, comfort, and price” all in one package.

New York ad agency DeVito/Verdi dug up stock footage, film shot from decades ago, and overdubbed quippy quotes to create a series of new TV spots for the Norton-based retailer. The latest of these, showing a 1950s-era family sitting down for Thanksgiving dinner, prompted a few complaints after the ad started running two weeks ago. The boy ostensibly says, “I’m thankful that Bernie & Phyl’s Doorbuster sale is here so we can finally get rid of this … dining room table,” using a certain adjective that rhymes with “city” to describe the table. The swear word is bleeped out, but just barely.

President Larry Rubin says he personally returned one customer’s call to explain the approach: “I told him, ‘There are other furniture stores in the marketplace that spent a lot more money on advertising than we do. We have to get a little creative so people remember our spots.’”

That said, the overall impact has been a positive one for the company.

Store sales have increased, year over year, throughout 2015, Rubin says. He attributes much of the increase to the irreverent approach that DeVito/Verdi has taken with the ads. And there are no plans to bring back that famous “quality, comfort and price” jingle, which apparently didn’t resonate with younger shoppers. “We’re getting millennials to shop us,” Rubin says, “where they never would have come in before.”

2015-12-14 14:45:22
University of Chicago Medicine takeover page Yesterday’s “page takeover” on the Chicago Tribune website launched our new campaign for the University of Chicago Medicine. UCM’s marketing issue is that the world is not aware of the true “miracles” that take place at the hospital. And they happen every day. We are trying to get the word out. Our challenge is to drive a strong emotional connection and enhance the reputation of the UCM brand for unparalleled excellence. University of Chicago Medicine TV: Grant


2015-09-23 14:49:22
The ad agency that really “gets” New Yorkers Most of DeVito/Verdi’s clients over the years have actually been outside of the New York Metro area.

However, we have a knack for hitting home runs for marketers in our home town.

A lot of the success comes from media planning and buying solutions at the local level to drive brand building.

Our campaigns get into the fabric of the city; our in-house media planners and buyers know all the nooks and crannies of the city and deliver high efficiency time and time again.

Some of our famous New York focus media campaigns:
7- Eleven Coffee
Mount Sinai Health System
BMW Tri-State Dealers
Hillary Clinton’s US Senate campaign
Time Out New York introduction
Mayor’s office of New York City Emergency Preparedness Campaign
New York Institute of Technology
New York Magazine
Duane Reade Drugstores image make-over
South Street Seaport

2015-09-11 17:11:22
Would you pull these radio spots off the air? We just created these radio spots to generate interest and a bit of fun for our client, BevMo! (the beverage retailer of more than 150 stores on the West Coast — spirits, beer, wine, etc.)

Some feel that the spots are not appropriate for the airwaves.

Curious to what you think…let me know: pull or air?

Press Play

2015-08-28 15:27:22
Legal Sea Foods wants YOU to convert to being a Pescetarian In case you missed it, our latest campaign for Legal Sea Foods is trying to convert people to being a “Pescatarian” (haha – people who only eat fish).

So we created the fictitious Microsite where fish lovers could learn about converting and even learn about famous people who were Pescatarians.

Have a look:

This is a light hearted, humorous ad campaign. But make no mistake, the intension is to strategically reinforce Legal’s superior food quality and passion for freshest fish. Their standard are even above the US Governments in terms of freshness and product dating procedures.

2015-08-20 10:00:22
Bernie & Phyl’s TV Campaign ]]> 2015-04-22 14:11:41 GILDAN ACTIVEWEAR ]]> 2015-04-14 09:45:02 7-Eleven OOH ]]> 2015-02-23 10:09:25 7-Eleven cups ]]> 2015-02-23 09:54:33 Bernie and Phyl’s Furniture ]]> 2015-02-12 10:49:06 Fallon Health print ]]> 2015-02-12 10:10:38 ANNA’S LINENS – HISPANIC ]]> 2015-01-28 10:00:13 Tire Kingdom ]]> 2015-01-21 15:58:56 Acura ]]> 2015-01-21 15:13:04 CarMax ]]> 2015-01-21 14:33:49