Blending strong creativity and account management

May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, special section pc12
Trade Publication
This article presents comments from clients of advertising agency Jordan McGrath Case & Partners/Euro RSCG as it celebrates its 30th anniversary in 1999. Tim Penner, VP-North American Tissues & Towel at Procter & Gamble Co., considers Jordan McGrath to be full partners in their business. He says they are excellent strategic thinkers and they are heavily involved in understanding the consumer. They also spend an enormous amount of time learning what turns the consumer on and what turns the consumer off in advertising. Randy Papdellis, VP-marketing at Welch's, says there are two main factors that have kept their working relationship together for 20 years. The first is their in-depth understanding of the Welch's brand and the equity associated with it. They have been a big part of helping Welch's build their very strong brand equity. Fred Huser, president of Novartis OTC, says the agency impresses him as excellent healthcare marketers, asserting that they understand the nuances of what it takes to market over-the-counter drugs.


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