SBD/9/Sponsorships Advertising Marketing

VIDEO STORYBOARD RANKS TOP 10 AD CAMPAIGNS; NIKE BIG LOSER?

     In Video Storyboard Tests' 12th annual ranking of the top 10
print ad campaigns for the year, Reebok's creative by Leo
Burnettt jumped into the Top Five.  Reebok was "most often cited
by consumers for its ads targeted to women," with popular ads
featuring Nancy Kerrigan, soccer player Julie Foundy, and runner
Sandra Farmer Patrick.  It was the first time Reebok used real
women instead of models.  The WALL STREET JOURNAL's Fara Warner
writes that "clearly, Nike was the big loser last year."  Since
'89, Nike had ranked in the Top 10, but the company fell out of
the rop rankings this year.  Video Storyboard President David
Vadehra said that a re-emphasis with Michael Jordan could boost
Nike in the coming year.  The Top Ten campaigns: Ford, Guess,
Calvin Klein, Revlon, Reebok, Marlboro, Sears, Absolut, Camel,
and Lexus (WALL STREET JOURNAL, 5/9).
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Related Topics:

Nike, Reebok, Sears

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