tbg summer 2011 pov
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TBG Summer 2011 POVTRANSCRIPT
The Newsletter That Gets Published Whenever We Get Around To It.
Jeffrey Buntin, Jr.
elcome to the second of two 2011 Buntin Group
POVs. It’s good to have you with us! Amid this time of continued
economic instability, we’re pleased to share some highlights of
what we’ve been achieving alongside our client partners – as well
as a look into what happens when we let our ever-graying and
sometimes wig-adorned hair down for the annual Buntin “Olimpics.”
And if printed newsletters aren’t your thing (we still have a warm
place in our hearts for them), you can certainly find our latest
news @ buntingroup.com, @ facebook.com/BuntinGroup,
@ flickr.com/photos/TheBuntinGroup, @TheBuntinGroup.
Enjoy the read and, if we can be of assistance to you in any way,
please don’t hesitate to give us a call.
Tennessee’s largesT agency and among The Top 35 u.s. independenTs having
fun, doing good work and – along The way – Trying
To make a fair reTurn for our clienTs and ourselves.
W
More at www.buntingroup.com/news
honoring a Truly honorable man.
gaylord plans for something greater.
rBc and luke donald lead the golfing world.
proud to lend a hand.Commemorating his 40+ years in the ad business – all with
The Buntin Group – the first scholarship named for the man
affectionately known as “Employee 001” was awarded
this summer. The William “Bill” Holley Scholarship for the
Commercial Arts will now help Stephanie Graves, a student at
The Art Institute of Tennessee, follow Bill’s footsteps into the
advertising world. Funding the scholarship was a fitting way for
the agency to honor Bill – who served as a mentor to many
a young, aspiring art director – upon his retirement last year.
The Buntin Group recently teamed with Gaylord to unveil
a comprehensive brand positioning already inspiring new
conversations about what it means to be good, what it
means to be great and, most importantly, what it means
to be Gaylord. The “Something Greater, Something
Gaylord” platform is designed to inform and guide the
individual marketing needs of each Gaylord constituent
in a manner appropriate for each. It also defines the
future of the organization as a whole: to be the best
it can be and in doing so, the best in the industry.
For over a decade, The Buntin Group has been a willing
Hands On Nashville volunteer. This year, they asked us to
commit at a slightly higher level. When we accepted, we
were promptly assigned the duty of designing a
commemorative book for the Nashville Flood of 2010.
The result is a telling tribute to the volunteer spirit that
overflowed in the weeks and months after the tragedy. Take
My Hand: How Nashville United in the Wake of the 2010
Flood. Get your hands on one at hon.org and amazon.com.
Cheers to Team RBC golfer
Luke Donald! In June, he
ascended to the top of the
golf world, becoming the
#1 ranked professional golfer.
His capabilities on the course
– along with his integrity and
demeanor off of it – have
made Luke a consistent
fan favorite. He is the perfect
complement to our client, the Royal Bank of Canada, and we
can think of no better “advertisement” for the quality and integrity
of RBC than Luke. We’re proud to be on his bag (and sleeve)!
For the better part of seven decades, the Chinet
brand had been instantly – and solely – recognized by
the strong, white paper plate that carried the weight
of millions of barbecues, buffets and holiday dinners.
And the resulting brand heritage defined by a plateful of
admirable characteristics – dependability, trust, quality
and performance, just to name a few. In and of itself, that
business proposition was a successful, albeit limited, one.
Find Chinet on retail shelves today, however, and
your encounter is decidedly different. One marked by
an expanded portfolio of dynamic, innovative products
designed to expand the brand’s appeal. This new
reality sets the table for a re-energized run at success
in the disposable tableware category.
“The strategic opportunity for Chinet is to leverage
a heritage rich in positive brand attributes, and
expand its relevance to a broader set of consumers,”
commented Executive Creative Director Matt Horton.
“That’s the key to growth for this brand. And the
expansion to their product line makes it all the more
attainable.”
The line that a mere 10 years ago was limited to
the original Classic White plate, and a few variations
on it, now includes COLORS by Chinet, a new take
on their classic plate with color and design; Chinet
Cut Crystal, a clear plastic plate and cup that are high
on style and best-suited for high-end occasions like
weddings or baby showers; Chinet Comfort Cup, an
insulated hot and cold cup with a lid that is perfect for
the morning commute; and a line of complementary
products like napkins, tablecovers and guest towels.
“Our vision is to have Chinet in every pantry, on
every countertop, in North America,” remarked Paul
Huckins, Vice President of Retail for Chinet parent
company Huhtamaki, Inc. “We have the manufacturing
capabilities; we have the brand; we have the
commitment. It’s time to turn this vision into reality.”
Over the next year, the re-ignited partnership
between Chinet and Buntin will focus on carefully
building the brand to put it in the best position to win
the battle at retail. And to celebrate the continued
success? “We’ll have a big barbecue, of course,”
answered Matt. “With everything served on Chinet.”
“Our vision is to have Chinet in every pantry, on every
countertop, in North America,” remarked paul huckins, vice president of retail for chinet
parent company huhtamaki, inc.
and a single store on Interstate 40
west of Lebanon, Tennessee, to
600 Cracker Barrel Old Country
Stores in 42 states. It’s a journey that’s seen a company be successful in one of the
most daunting environments there is – America’s interstate system. A journey that
has been consistent in brand and values.
It’s a journey that’s also honored the outdoor medium. Because where Cracker
Barrel went, so went outdoor. Each store with its own strategy, own precise board
placement, own creative way of saying, “Here, you’re always welcome.”
“Congratulations to Cracker Barrel. Year after
year, their work has just been phenomenal.
It’s just one of those things that no matter
where you are on a long road trip, you see
that message and it’s gonna drive you to a
place that just brings you comfort.”
Norm Chait, OBIE Award Show judge.
And just as Cracker Barrel has been resolute about
their values, they also have been resolute in their use of
outdoor. A deep understanding of how the medium can
build brands. Put a smile on a traveler’s face. Help propel
a company from Lebanon, Tennessee, into the hearts and
minds of millions of Americans.
Recently, Cracker Barrel was honored with the OBIE Hall
of Fame Award. A distinction offered to a company that has
deep and unwavering belief in the power of the good board
and a good message to delight the emotions of passersby.
At The Buntin Group, we are proud of all that our friends at
Cracker Barrel have accomplished. Proud that we have driven
the roads, selected the boards, helped build the voice and man-
aged a program that could gain such recognition.
But much like Cracker Barrel, we don’t bask in the glory of
this award. Instead, we continue our work telling the story of
timeless country values, wherever that story – and road – may
take us. Congratulations, Cracker Barrel. Well served.
“The biggest crime that I see in marketing is
people give up on their brands too quickly
and do different things. They don’t stay
consistent for years, let alone decades, so…
I think that’s really important and why they’re
in the Hall of Fame.”
Tracy Wong, OBIE Award Show judge.
Ask any lottery player what it takes to
win the big one, and “luck” will be part, if not all,
of the response.
But it takes more than luck to be successful
in the Lottery business. Especially if, like the
Tennessee Education Lottery Corporation,
you’re breaking sales and profit records
year after year.
In spite of a sluggish economy, the
Tennessee Lottery recently announced another
record year, having achieved $1.19 billion in
total sales and returned $293.5 million to
education programs in the state. Since its
incept ion in 2004, the organizat ion has
returned more than $2 billion to education on $7.8 billion in sales.
“There’s no one with better vision and business instincts running
a lottery than TELC President and CEO Rebecca Hargrove. And
she’s built a reputation for delivering that’s as good as
it gets,” remarked chairman Jeffrey Buntin. Indeed,
Ms. Hargrove and her team have found the right
formula for moving lottery tickets en masse.
One that involves best-in class infrastructure,
systems, technology, f inancial management,
analytics, product development, and, last but not
least, savvy marketing.
“As a partner to the Lottery for the last three
years, our team takes great pride in being a
contributor to the tremendous success,” remarked
Jeffrey. “It’s an honor to put our talents to work
helping maximize ticket sales and the positive
goodwill of the Lottery in Tennessee. We are just a
small part of what they do so well as a team.”
And ask anyone involved what the real measure
of success is, and they’ll tell you it’s the number of
students receiving scholarship and grant assistance
across the state. That number eclipsed 100,000 in the last year
alone. “Our strategies to maximize dollars for education continue to
pay off for the students and families of Tennessee,” said Rebecca
Hargrove of the Tennessee Lottery Corporation.
Clear ly, i t ’s more than the players who are winning big.
Congratulations, Rebecca and all those at the “TELC” for your
winning ways!
What was born as an idea for a fun agency month-end party has evolved into an annual competition that has taken
on a life of its own. One where people who are working closely together on big ideas one day become mortal
enemies the next. Says Raquel Bueno, EVP, Director of Media Buying and leader of Team Media (winners of the
2009 Olimpics), “I love my co-workers in other departments and really enjoy the work we do together. But when
the Olimpics roll around, I want nothing more than to beat them like a drum.” They say a little healthy competition is
good for an office. Some are not so sure. “What I find really interesting,” says John Carney, official event organizer
for the past three years, “are the transformations. People who are typically mild-mannered, polite and totally respectful
around the office turn into something completely different once the competition begins. I find myself actually having to
remind people that it’s all just for fun.” So what’s it do for morale? “I can’t speak to how it affects morale when your
team loses, because we rarely do,” responds Howard Greiner, President and COO of Buntin Out-of-Home Media,
winners of the 2011 competition and of many in the past. “You’d have to ask Raquel Bueno about that. But I can tell
you when your team wins, it is a wonderfully unifying thing.” One thing it definitely is – a spectacle. From the uniforms
and opening ceremonies right down to the carefully orchestrated events and the medals (spray-painted washers,
actually), the Olimpics is a sight to see. And is seen, unintentionally, by many. “Sometimes I wonder what neighboring
businesses and passersby must think when they see this competition going on in our parking lot,” ponders
Jeffrey Buntin, Jr. “I’m sure they think we’re crazy.” They’d be right.
we would love to hear from you.
Contact us at [email protected] or 615-244-5720
To view this issue electronically, go to buntingroup.com/summer11pov
or find it at facebook.com/buntingroup