Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

Recently in Tris3ct/Chicago Category

mike_peggy.jpegFor now, TV pitchman Mike Rowe is hot. We have no doubt he is in demand largely because he is eminently good at pitching himself as just a guy like tens of millions of other guys out there. Believable in other words.

But as sure as the sun rises and sets, the day is bound to come when Rowe's run will come to an end. That will probably be because he has become too good and too successful as the everyman pitchman. Eventually, people will become more skeptical and begin to stop buying him and whatever he's pitching.

That day surely hasn't come yet. He's done a smash-up job for Ford, so other brands want him while he still is sizzling. Take Viva towels for instance. The connection makes sense. Rowe isn't afraid to get his hands dirty. Viva exists to clean up dirt. The perfect match.

So to add something fresh to the mix along with Rowe in his debut as a Viva towels pitchman, Tris3ct/Chicago paired him with his real-life parents. In the spot, a dirtied-up Rowe is seen leaving dirt marks all around his parents' home as his mother races around behind him cleaning up with Viva.

It's another very believable turn as spokesman for Rowe. His run certainly isn't over. Not yet.

kevin_4x6.jpegKevin Gilbert has joined Tris3ct/Chicago as chief strategy officer. Gilbert will report to Dick Thomas, the agency's CEO, and he will be responsible for directing the agency's research and account planning across the agency's client roster.

Gilbert comes to Tris3ct from Arc Worldwide/Leo Burnett, where he was a strategic planning director working on the McDonald's account.

During his tenure at Arc, Gilbert was involved in launching several new McDonald's product initiatives, including McCafe, the Angus burger and snack wraps.

"Kevin has built a strong reputation for uncovering behavioral insights that have sparked innovative marketing programs for top global brands," said Thomas.

Ivy Growing Labels.gifTris3ct/Chicago has won a silver Reggie Award for its work on behalf of client Old Style. The award-winning "Grow the Ivy" campaign took the first -- and oldest -- sports sponsorship in history and brought it to life as part of the overall Old Style brand re-launch. The winning work included bottles that really "grew" ivy as you held them, using temperature-sensitive, color-changing ink. The campaign also included in-store displays featuring Wrigley Ivy walls build from 24-pack packaging to Wrigleyville Ivy out-of-home billboards.

The Promotion Marketing Association gives out the Reggie Award, the highest honor in integrated marketing. Winners were selected from among 339 entries.

wodarz.jpgTris3ct/Chicago has added three new members to its senior leadership team: Jennie Logan, Martin Wodarz and Linda Holland. Logan was named group account director and will be responsible for the Kellogg and Kimberly-Clark accounts. Most recently, Logan was director of pitch management for Arc Worldwide and Leo Burnett. Wodarz was named group creative director reporting to chief creative officer Paul Kuzma. Wodarz will work on Kellogg, Kawasaki and Old Style accounts. Wodarz most recently was creative director at Arc and Burnett. Holland was named a creative director and will work on the agency's Alberto Culver account. Tris3ct has recently added new clients Kimberly-Clark and Kellogg, hired 15 new staff and more than doubled its office space in Chicago's west loop district.

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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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