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HY-brid, Hoffman York's green marketing division, has joined forces with energy expert Paul von Paumgartten. As a consultant, he will help agency clients deal with issues such as energy efficiency, green buildings and sustainable communities. Paumgartten is recognized as an expert on the topic of greening global existing building stock and is currently the senior green building advisor for the Building Efficiency business of Johnson Controls Inc. "Paul joins us at a crucial time in the growth of HY-brid," said Sharon Boeldt, president of Hoffman York PR, adding "he brings a dimension to our already established green business practice."

Hoffman York lands museum account

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The Museum of Science and Industry in Chicago has named Hoffman York/Chicago as its advertising agency of record. Hoffman York will develop and execute marketing plans that generate awareness for the museum's exhibits and extensive educational programs. The agency will be responsible for creative, strategic planning, media and research related to the Museum's advertising campaigns. "We expect to leverage Hoffman York's strategic and creative expertise to further connect the Museum of Science and Industry brand with our many loyal fans, as well as to help us develop new ones," said Rob Gallas, the museum's chief marketing officer. Hoffman York has developed marketing materials for "You! The Experience," a permanent exhibition celebrating the connections between body, mind and spirit.

Leveraging its bench strength in marketing sustainable (green) products and processes, Hoffman York has established HY-brid, a new division dedicated to helping clients navigate their way through today's greenscape. Hy-brid intends to help clients understand and explore opportunities that exist in the green marketplace. According to a survey of more than 100 companies by Greenbiz.com, nearly 47 percent said they were increasing their investments in green product development in 2009; less than six percent said they'd be investing less than they did a year ago. To support its new division, Hoffman York is launching a new Web site, www.HY-bridGreen.com as an interactive tool where visitors can find out how green they are. Hoffman York has offices in Chicago and Milwaukee. Clients include Advocate Health Care, Arlington Park Race Track and Wausau Paper.

It has been said that women control more than 80 percent of all purchasing decisions. Yet more than 70 percent of all advertising is created, approved and selected by men. Furthermore, research suggests women and men respond differently to brand messaging, so what works for men doesn't always work for women. Consequently, much of today's advertising does not resonate with women. That is a problem that Tom Jordan, executive creative director at Hoffman York, an agency with offices in Chicago and Milwaukee, has addressed head on in his new book "Re-Render the Gender," which can be ordered via Amazon.com.
The book includes a series of ads that have been researched by online panels, focus groups and other independent services to help readers understand what messaging works -- or does not work -- with women. Jordan's book also examines how the pursuit of creative excellence and the powerful influence of awards can distract marketers and agency creatives. Such distractions make agencies focus on creating edgy advertising that too often misses the mark.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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