Press Releases

Tommie Copper Names Eicoff as Agency of Record for Long and Short Form Ads

Tommie Copper LogoChicago, IL (PRWEB) June 27, 2014 - 

Tommie Copper, the Mt. Kisco, New York-based wellness apparel company, has named A. Eicoff & Company as its advertising agency of record for both long and short form television advertising. The first direct response television (DRTV) commercials placed by the agency will begin airing June 30, 2014, and will include multiple short-form spots (two minutes) and long-form shows (30-minutes).

According to Tommie Copper president Sol Jacobs, “As Tommie Copper continues its evolution into a full, active lifestyle brand, we believe Eicoff is the appropriate partner for our long-form and short-form media needs. We have confidence that Eicoff’s account management, along with its planning and execution strategies, will allow us to position the Tommie Copper brand for continued growth.”

Eicoff CEO, Bill McCabe added, “We will conduct sophisticated analytics to optimize buys being made for a series of short and long-form commercials for Tommie Copper. This represents a great opportunity for our team to craft a media strategy that integrates different forms and a variety of spots.”

About Tommie Copper 
Tommie Copper is one of the leaders in the wellness apparel field, and its copper-infused apparel is designed to enhance performance, speed recovery from injury and provide relief from aches and pains. The company’s website can be found at:http://www.tommiecopper.com.

About A. Eicoff & Co. 
Eicoff is the largest direct response television (DRTV) agency in the U.S. The company was founded in 1959, and in 1982 became a division of Ogilvy & Mather. For more information, visit http://www.eicoff.com.

A. Eicoff & Co., Quicken Loans and UnitedHealth Group Alliances to Speak at DMA2013

dma2013

Panel to Discuss How Direct Response TV Advertising Integrates Selling and Branding in Groundbreaking Ways

Chicago, IL – September 25, 2013 – A. Eicoff & Co., the leader in direct response TV (DRTV) advertising, today announced that Art Steiber, director of advertising at Quicken Loans, Terry Clark, chief marketing officer at UnitedHealth Group Alliances and Bill McCabe, president and CEO of A. Eicoff & Company will be speaking at the Direct Marketing Association’s (DMA) DMA2013 Conference & Exhibition. This global Event for Data-Driven Marketers, will take place October 12-17, 2013 at McCormick Place West, Chicago IL. 

On Monday, October 14th, 2013 from 11:15 am to 12:15 pm CDT, these leaders in their respective industries will deliver a presentation entitled “Brand New DRTV: The Powerful Combination of Brand and DRTV Advertising.” As part of the presentation, the speakers will each show a television commercial that illustrates the brand/DRTV approach.

“Over 200 top global marketing leaders, 120+ sessions, expert presenters - including 22 speakers from FORTUNE 100 brands - and thousands of attendees make DMA2013 THE place where data-driven marketers can gain the cutting edge knowledge and networking opportunities they need to drive business success,” said Paul A. McDonnough, DMA’s Vice President, Conferences and Events and Group Show Director, DMA2013.  “We are pleased to have the participation of executives from Eicoff, Quicken Loans and UnitedHealth; we consider it to be a valuable part of this prestigious event.” 

“DRTV advertising has come a long way from its inception over 60 years ago. And over that time, its power and influence has evolved from being purely a selling strategy,” said Bill McCabe, president and CEO of A. Eicoff & Co. “Today, the impact of DRTV is much broader, including the ability to create a database, increase retail sales and build brand.  Quicken Loans and UnitedHealth have created brand-building DRTV spots that sell hard without sacrificing the larger brand message.  They offer a model for other image-conscious Fortune 500 companies that want to take advantage of direct response television advertising.”

For conference information or to register, please visit http://dma13.org/.


About A. Eicoff & Company

Eicoff is the largest direct response television (DRTV) agency in the country. The company was founded in 1959 by Alvin Eicoff, who understood that television had the ability to function as a store and that media rates were a negotiable commodity. The phrase “or your money back” was coined by Alvin, and the 800 number came into being, in part, because of his vision and direction for the television advertising industry. In 1982, A. Eicoff & Company became a division of Ogilvy & Mather. For more information, visit http://www.eicoff.com.

 

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About DMA2013 Conference & Exhibition

The DMA2013 Annual Conference & Exhibition: The Global Event for Data-Driven Marketers is the world’s largest gathering of data-driven marketing professionals.  DMA2013, held October 12-17 in Chicago, features keynote presentations, educational sessions, roundtables, case studies, white papers, and research reports.  DMA2013’s exhibit hall features hundreds of exhibiting companies.

Visit the DMA2013 blog at http://dmaannual.wordpress.com/

 

About Direct Marketing Association (DMA)

The Direct Marketing Association is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing. Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques. In 2012, marketers — commercial and nonprofit — spent $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States.  Measured against total US sales, these advertising expenditures generated approximately $2.05 trillion in incremental sales.  In 2012, direct marketing accounted for 8.7 percent of total US gross domestic product and produces 1.3 million direct marketing employees in the US.  Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.

 

Contact: Andrea Cousens

Cousens Communications

310-270-8903

andrea@cousenscomms.com

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New Awareness Campaign Aims To Help Injured War Vets Regain Their Independence

Logo for Building for america's bravest

Building for America's Bravest gets vets off the wait list and into their Smart Homes

NEW YORK – July 2, 2013: A new campaign is launching this week, coinciding with Independence Day, to raise awareness of the Building for America’s Bravest program. Supported by the Stephen Siller Tunnel to Towers Foundation, the Building for America’s Bravest program strives to empower catastrophically injured war veterans by providing them with custom-designed, specially-adapted Smart Homes. The goal of the awareness campaign is to get the quadruple amputees, triple amputees and other catastrophically injured service members off the wait list and into purpose-built, handicapped-accessible homes.

Frank Siller, Chairman of the Stephen Siller Tunnel to Towers Foundation and Building for America’s Bravest program, said: “When catastrophically injured war veterans return home, home is sadly no longer the same. They need custom facilities and Smart Homes in order for them to live an independent life. The problem is that there are still so many deserving veterans on the waiting list, which is why we are launching this campaign around Independence Day to raise awareness of the program. These war heroes gave their unconditional support to our country – now we need to help them regain their independence.”

The centerpiece of the awareness campaign is five television commercials, conceived by Chris Wall, Vice Chairman, Ogilvy & Mather North America, and directed by award-winning director, Joe Pytka.

The television spots are being aired via a measurable direct response TV campaign from A Eicoff & Company and supported by Public Service Announcements, both beginning w/c July 1. There is also a digital campaign (including online video and social media activation) and some direct response radio. The campaign is underpinned by a new landing destination that seamlessly integrates the imagery of the television commercials to the digital environment – OurBravest.org.

Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, remarked: “When Frank Siller approached me to get Ogilvy involved on a pro bono basis in Building for America’s Bravest, it was a no-brainer. I recruited a small band of volunteers to work some nights and weekends, with 100% of them agreeing on the spot to participate. When we met the vets, we were stunned by their bravery and optimism. Ogilvy is honored to be part of such a worthy cause.”

Speaking about the creative inspiration for the campaign, Chris Wall, Vice Chairman, Ogilvy & Mather North America, said: "The character, purpose and dignity of these men are just extraordinary. The usual problem in advertising is to make boring things emotional or complicated things simple.  This is the opposite. From the start our feeling was: just tell the story. No tricks, gimmicks or shenanigans."  

The Building for America’s Bravest program builds homes that are designed to provide maximum accessibility and independence for catastrophically injured veterans and their families. Each home is custom designed to address the unique needs of each individual. Energy efficient, automated and easily accessible—these Smart Homes use “adaptive technology” to help our most severely injured heroes live better, more independent lives. Smart Homes host a myriad of features such as automated doors and lighting, wider doors and special showers to accommodate wheelchairs, cabinets and counters that can be raised and lowered and central heating and air condition systems that can be controlled by a tablet or smart phone.

Building for America’s Bravest has identified more than 400 catastrophically injured veterans who qualify for the program. By the end of 2013 Building for America’s Bravest has a goal to deliver or begin construction on 23 new homes in 17 states. Veterans from all branches (Army, Marine Corps, Navy, & Air Force) have received homes through the Building for America’s Bravest program.

The Building for America’s Bravest program is also supported by the Tunnel to Towers Foundation 5K Run/Walk Series (T2Trun.org). The Tunnel To Towers Run first began in 2002 as a memorial to FDNY hero and father of five, Stephen Siller.  On September 11, 2001, Stephen was on his way home from the night shift to play golf with his three older brothers. When he heard on his scanner what had happened at the World Trade Center, brave Stephen strapped on 60 lbs. of firefighter gear, rushed on foot through gridlocked traffic and ran from the Brooklyn Battery Tunnel to the World Trade Center site. Stephen was last seen with his brothers of Squad 1, all of whom died saving others. In honor of Stephen and all those that lost their lives on September 11th and while serving our country, the Tunnel To Towers Run program champions our heroes “in the line of duty” - the first responders and United State military, ensuring that together “We Will Never Forget.”

 

- Ends -

 

For more information on Building for America’s Bravest, please visit OurBravest.org

Issued by: The Stephen Siller Tunnel to Towers Foundation & Ogilvy

For more information, contact: Mish Fletcher, Ogilvy

mish.fletcher@ogilvy.com

917 691 3804

 

About Tunnel To Towers Foundation: 

The Tunnel To Towers Foundation is a 501(c)(3) non-profit organization dedicated to providing services for our most seriously injured first responders & military heroes through the Tunnel To Towers 5K Run & Walk Series and the Building for America’s Bravest program. @Tunnel2Towers

 

About Ogilvy & Mather

Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named Cannes Lions Network of the Year and the World's Most Effective Agency Network by the Effie Effectiveness Index for two consecutive years, 2012 and 2013. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com, or follow us on Twitter at @Ogilvy and on Facebook.com/Ogilvy.

A. Eicoff & Company Growth and Increased Spend on DRTV Advertising Nationwide Signals Industry-Wide Movement to Longer, Direct Response Ads

Industry Analysis Shows 99% Increase in DRTV Spend Over Five Year Period,while :120 Spots Increased 117% over same Timeframe; Eicoff is Largest Buyer of :120 Spots Nationwide 

Chicago, IL – March 12, 2013 – Longer television advertising spots that enable marketers to tell a story, motivating viewers to respond via 800 number calls, web site clicks or store visits, are becoming increasingly important marketing channels for businesses nationwide. A. Eicoff & Company, the leader in direct response TV (DRTV) advertising, has experienced this trend firsthand, growing its business 20 percent year-over-year in 2012. This growth is in part a result of the increase in overall industry spending and usage of two-minute and direct response commercials. Overall spending on :120 commercial spots has increased 117 percent from $638 million in 2007 to $1.39 billion in 2012 according to Kantar Media. During that same time period, spend on direct response TV (DRTV) ads increased by 99 percent.

“Longer, direct response commercials enable advertisers to tell a story, increase brand recognition and most importantly, prompt target audiences to act,” said Bill McCabe, president and CEO of A. Eicoff & Company. “DRTV ads also better serve the Internet age, as they can draw viewers online to further engage. The Super Bowl is a great example, where we’re seeing more one and two minute spots containing direct response vehicles – like a URL or phone number - that let consumers strike up a conversation and really connect with the brand. As the largest DRTV ad agency and buyer of two-minute spots nationwide, we have experienced these trends firsthand and are poised to help even more clients make the transition as DRTV advertising best practices become the industry norm.”

 Orders from TV Advertising on the Rise

• In correlation to the spend increase on longer, direct response commercial spots, Experian Marketing Services’ Simmons National Consumer Study shows that overall orders as a direct response from TV advertisements are on the rise.

• TV orders from a combination of online, phone and catalog increased 17 percent from the spring of 2011 to the spring of 2012 and 30 percent from spring 2006 to spring 2012.

• Online orders have increased the most significantly over the same time period, growing 23 percent year-over-year from the spring of 2011 to the spring of 2012 and 115 percent from the spring of 2006 to the spring of 2012.

• Consumer spending as a direct response to TV advertising has also increased. Experian Marketing Services reports that consumers who spend more than $1000 annually as a direct result of TV ads increased 26 percent between the spring of 2006 and spring of 2012. During this same time period, there was a 35 percent increase in consumers who spent $150-$199 annually and a 5 percent decrease in those spending less than $50 per year.

• Consumers are also spending more money online as a result of TV offers. Experian Marketing Services reports in the spring of 2006, 865,000 consumers spent over $1,000 online annually as a direct result of TV ads and in the spring of 2012 that number climbed to 1.7 million consumers, an increase of 97 percent.

 

A. Eicoff at the Forefront of DRTV Trend and Industry Growth

An ongoing focus on data, customer centricity and accountability has enabled A. Eicoff & Company to thrive in a changing market. Advertising industry trends, combined with Eicoff’s ability to recognize the importance of accountability in television, have led to the agency’s growth and ability to deliver results. In 2012, Eicoff business milestones included:

• 20 percent year-over-year revenue growth in calendar year 2012  

• 12 new clients signed during the year, signaling ongoing adoption of DRTV best practices

• Larger, established brands like TD Ameritrade, Chase Bank, Lenovo and Genworth Financial have worked with Eicoff to establish DRTV strategies

• The design and development of Eicoff proprietary software to track real-time analytics incorporating both offline and online ad data to provide sophisticated metrics to clients

• Appointment of Bill McCabe as the agency’s new CEO – the third in the agency’s 54 years in business. McCabe was named to Crain’s Chicago Business “Who’s Who” in 2012.

• Increased opportunities for advertisers to target new markets and conduct language testing – i.e. Spanish, Polish, Asian and more – is a unique differentiator for Eicoff that drove additional business throughout 2012

 

To download the infographic related to today’s news, please visit A. Eicoff & Compay's blog.

Click to Tweet: @Eicoff – New report: Research shows advertising industry shifts to longer length, direct response spots; A. Eicoff at forefront of the trend.  Click to tweet: http://clicktotweet.com/a3R8j

 

About Experian Marketing Services

Experian Marketing Services is a global provider of integrated consumer insight, targeting and interactive marketing. We help brands from around the world intelligently interact with today’s dynamic, empowered and hyper-connected consumers. By coordinating seamless interactions across all marketing channels, we enable marketers to plan and execute superior brand experiences that deepen customer loyalty, strengthen brand advocacy and maximize profits. We call it Marketing Forward. For more information, please visit http://www.experian.com/marketingservices.

 

About A. Eicoff & Company

Eicoff is the largest direct response television (DRTV) agency in the country. The company was founded in 1959 by Alvin Eicoff, who understood that television had the ability to function as a store and that media rates were a negotiable commodity. The phrase “or your money back” was coined by Alvin, and the 800 number came into being, in part, because of his vision and direction for the television advertising industry. In 1982, A. Eicoff & Company became a division of Ogilvy & Mather. For more information, visit http://www.eicoff.com.

Contacts:

Andrea Cousens                                   

A. Eicoff & Company             

Phone: 310-270-8903            

andrea@cousenscomms.com     

A. Eicoff & Company Receives National Association of Music Merchants Excellence Award for Music

Chicago, IL – February 26, 2013 – A. Eicoff & Company (www.eicoff.com), the leader in direct response TV (DRTV) advertising, announced today that UnitedHealthcare’s “Playing for Keeps” television advertisement, produced by Eicoff, was recognized by the National Association of Music Merchants (NAMM) for its Excellence Award for Music on January 27, 2013. The award celebrates creative uses of musical instruments and music-making products in television commercials.

The “Playing for Keeps” DRTV advertisement, which promotes the AARP Medicare Supplement Insurance Plans insured by UnitedHealthcare, is part of UnitedHealthcare’s Go Long marketing campaign that celebrates people going the distance, doing what they love and doing it well.

The advertisement tells the story of four individuals who found a passion for playing music together many years ago. The spot takes viewers back in time to the early 1960s, when the young, not-yet-skilled musicians first discover their spark. The ad then flash-forwards to the present day and finds they are still getting together to share that passion. And while they may not have gained fortune or fame from their music, they find they have created something very special. “Playing for Keeps” is about commitment, camaraderie, and simply giving something everything you’ve got. 

The nominated UnitedHealthcare commercial came in second out of seven mainstream ad campaigns from 2012 that featured music-making. A brief preview of the nominated advertisements for 2013 can be seen on YouTube.  

“Music resonates with audiences of all ages and ethnicities,” said Bill McCabe, President and CEO of A. Eicoff & Company. “Yet, until recently, music was not seen as an important element of direct response TV advertising. Working with our clients, we have helped to show the value that the right music can provide to a TV advertising strategy, helping products and services win the hearts and minds of a client’s target audience. The key is to find the right music content that will both connect with a specific target audience and feel authentic to the brand. We are honored NAMM recognized our work with UnitedHealthcare for doing just that.”  

About A. Eicoff & Company

Eicoff is the largest direct response television (DRTV) agency in the country. The company was founded in 1959 by Alvin Eicoff, who understood that television had the ability to function as a store and that media rates were a negotiable commodity. The phrase “or your money back” was coined by Alvin, and the 800 number came into being, in part, because of his vision and direction for the television advertising industry. In 1982, A. Eicoff & Company became a division of Ogilvy & Mather. For more information, visit http://www.eicoff.com.

MyWebGrocer Partners with A. Eicoff & Company to Expand CLR Customer Reach through Digital Advertising

Applying DRTV Advertising Best Practices to Online Ads Produced 67% More Consumer Trials

Chicago, IL-- (PRWEB-April 25, 2012) - MyWebGrocer, the leading provider of digital grocery solutions has partnered with direct response TV (DRTV) leader, A. Eicoff & Company, to pilot a new digital advertising campaign for Jelmar’s CLR line of cleaning products. The goal of the campaign is to increase awareness of CLR in the digital world and reach online consumers at the point of decision - as they are interacting with web-based grocery planning and shopping tools.

“We have already experienced the benefits of DRTV advertising for a number of years,” said Alison Gutterman, president of Jelmar, LLC. “The pilot program will allow us to extend our already successful campaigns to the web through MyWebGrocer’s platform and provides the opportunity to connect with even more consumers as they are planning purchases. The program allows us to maximize the impact of our overall advertising campaigns through multiple online channels.”

MyWebGrocer placed the CLR advertisements, created by Eicoff, on their network of 114 national grocery sites dedicated to online shopping and planning. This network reaches 6.4 million unique visitors, the largest digital grocery audience in the country. The initial CLR campaign ran in early 2011 and drove a 14% lift in new consumers who saw the ad. In an effort to replicate this success, Eicoff and MyWebGrocer partnered for a second campaign in fall of 2011. The campaign significantly built upon the success of the first phase, providing a 67% lift in new consumer trials. Both campaigns were successful in attracting new shoppers who had previously been purchasing competitor’s products.

“The Jelmar CLR ad campaign was designed to communicate brand benefits, drive purchase intent and strengthen online category share while increasing brand loyalty for CLR in the digital space,” said Dan Vanchieri, Senior Vice President National Sales from MyWebGrocer. “This was accomplished by placing the CLR ads at the point of decision, in online environments that already had an active consumer audience.”

“With consumer attention divided among multiple screens today, companies are recognizing the benefits of developing more engaging, actionable ads using multiple environments,” said Bill McCabe, CEO of A. Eicoff & Company. “Working with MyWebGrocer to extend Jelmar’s CLR ad campaign to new audiences online has proven that DRTV campaigns are effective across any medium.”

MyWebGrocer can provide a Total Shopper Analysis to its advertisers, which is a test measuring the difference between consumers who had seen the advertisement and those who had not. This research approach has been reviewed by the Advertising Research Foundation and according to ARF “Independent review of that procedure has found that it delivers valid measurement.”

About Jelmar

Jelmar provides leading household cleaning products, including the nationally-recognized CLR and Tarn-X brands, to consumers globally. The family-owned business, which was started more than 50 years ago, distributes its products throughout the U.S., Canada and Australia. In addition to the core CLR and Tarn-x products, Jelmar develops other innovative cleaning solutions for the kitchen, bathroom, outdoor furniture, silver, brass and more. For more information, visit http://www.jelmar.com

About MyWebGrocer

MyWebGrocer drives digital connections between consumers, grocery retailers, and Consumer Packaged Goods brands. MWG manages digital solutions for more than 114 retailers nationally, representing more than 10,000 stores, and 90+ major Consumer Packaged Goods brands. To find out more about MyWebGrocer’s digital grocery solutions, visit http://www.mywebgrocer.com

About A. Eicoff & Company 

Eicoff is the largest direct response television (DRTV) agency in the country. The company was founded in 1959 by Alvin Eicoff, who understood that television had the ability to function as a store and that media rates were a negotiable commodity. The phrase “or your money back” was coined by Alvin, and the 800 number came into being, in part, because of his vision and direction for the television advertising industry. In 1982, A. Eicoff & Company became a division of Ogilvy & Mather. For more information, visit http://www.eicoff.com.

Contact Information

Contact:
Andrea Cousens
A. Eicoff & Company
630-778-0208
Email Contact

 

Leader in Direct Response TV Advertising, A. Eicoff & Company, Names Bill McCabe President and CEO

McCabe Succeeds Advertising Industry Veteran and 32-Year Eicoff CEO, Ron Bliwas

CHICAGO, IL--(Marketwire - Mar 1, 2012) - A. Eicoff & Company, a division of Ogilvy & Mather, announced today that Bill McCabe has been named President and CEO. McCabe succeeds Ron Bliwas, who has occupied this position for the last 32 years. Bliwas will continue to provide leadership and support to the agency as Acting Chairman.

McCabe is a 27-year veteran at Eicoff, having previously held the position of Executive Vice President/COO for the agency. During his career, he has provided strategic counsel to many of Eicoff's major accounts, including United Healthcare, Quicken Loans, AARP and Genworth Financial, among others.

"This is a tremendous opportunity, not only because Eicoff is a great agency but because the DRTV industry is growing by leaps and bounds, particularly as online and television technologies converge," said McCabe. "In the agency's 57-year history, Eicoff has had only two previous CEOs -- founder Alvin Eicoff being the first one -- so this appointment is a great honor. Though Ron's shoes are big ones to fill, I am grateful he will remain an involved presence in all of the agency's activities."

"I am stepping down from my long-term CEO position at Eicoff, in part because I want more time to pursue my love of travel, and in part because I have done this job for longer than just about any other major agency CEO," said Bliwas. "I felt it was time to give Bill a chance to take charge. I am confident in his abilities to successfully run the business and ensure Eicoff continues to lead the industry as DRTV takes hold on a much broader scale."

Bliwas, a member of the Direct Marketing Association's Hall of Fame and former chairman of the DMA board, intends to continue working on industry issues, as well as staying involved in Eicoff client work and strategy.

About A. Eicoff & Company

Eicoff is the largest direct response television (DRTV) agency in the country. The company was founded in 1959 by Alvin Eicoff, who understood that television had the ability to function as a store and that media rates were a negotiable commodity. The phrase "or your money back" was coined by Alvin, and the 800 number came into being, in part, because of his vision and direction for the television advertising industry. In 1982, A. Eicoff & Company became a division of Ogilvy & Mather. For more information, visit http://www.eicoff.com.

Contact Information

Contact:
Andrea Cousens
A. Eicoff & Company
630-778-0208
Email Contact