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Goddess of Wisdom Smiles on Barber Martin at Awards Show |  |
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Felicia McLemore, APR (804) 320-3232, ext. 109 fmclemore@barbermartin.com October 7, 2004 MacArthur Center Ads Win Bronze Richmond, Va. ΠBarber Martin Advertising's (BMA) creative wisdom was recognized by the Greek Goddess of Wisdom ΠAthena - during the recent 2004 ATHENA (Award to Honor Excellence in Newspaper Advertising Awards) Awards. With competition from national agencies, BMA's newspaper ads created for MacArthur Center Mall won ATHENA Bronze in the retail category. "The MacArthur Center campaign is a great set of ads," said Don Morgan, president and chief operating officer at BMA. "This campaign has been recognized by a number of national awards shows." Morgan continued, "We are pleased to have BMA's work honored among other great creative advertising shops. "We strive to produce results-driven creative that will help our clients achieve their goals. It's an added bonus to be recognized for your outstanding creative work." Location and a lack of awareness of the mall's unique store offerings were strong barriers to shopping MacArthur Center. The mall could not attract new shoppers or effectively compete against the suburban malls without clearly communicating a distinct point of difference in the marketplace. "The unique store offerings of a shopping mall give the customer a reason to shop you over your competitor," Morgan continued. "Our job was to identify MacArthur Center as a special place to shop and then clearly communicate the unique store offerings to the customer. These ads accomplish that." Through a thorough store-by-store comparison of all the Hampton Roads area malls BMA identified over 65 stores that were unique to MacArthur Center. Based on what was learned BMA developed a creative strategy that communicated shopping at MacArthur Center is a special and unique experience and created an advertising theme line that stated that point of difference very clearly ΠMacArthur Center, find something special. Barber Martin is a full-service agency located in Richmond, Va. Established in 1989, the agency specializes in retail and consumer advertising, and is one of the largest agencies in Virginia with over $68 million in billings. Clients include Adelphia Media Services, Adolf Jewelers, Cato Fashions, Diversified Restaurant Management Corporation, Dominion Auto Group, Friedman's Jewelers, Luck Stone Corporation, Saxon Shoes, Southern States Cooperative, the Virginia Economic Development Partnership, the Virginia Lottery, Virginia Port Authority, Virginia Tobacco Settlement Foundation and Wendy's. |