Creative Strategy | Paul Werth

When I Grow Up, I Want to Win an Addy

November 16th, 2009

It’s that time of year again. Time to look back at the work we’ve done over the past year and see what has Addy award potential. The questions start to swirl:

• “Do we have enough to enter?”
• “What should I have done differently?”
• “What have I seen that might be up for an award?”
• “What are my friends at other agencies entering?”
• “Can I quickly think of a cool idea and produce it for someone, before the entry deadline?”

The last question is interesting. We creatives love to imagine, and sometimes our ideas aren’t right for our current clients. This is a terrific stretch opportunity. I see nothing wrong with developing a great idea and selling it to a prospect — when it’s the right fit. Sometimes, off-the-wall, in-the-moment creativity leads to long-lasting, profitable relationships.

A former boss of mine once came up with an idea, called a potential client and said, “I have a great idea that you must hear.” He met the prospect for drink, wrote a tagline on a cocktail napkin, slid it across the table….and a 10-year relationship was born.

On the flip side of the coin… there’s nothing better than winning an Addy for an existing client, especially if it’s a concept that resulted in increased sales. Years ago there was an award called “Documented Success.” To me, this was the most important Addy of all. This award recognized great creative, great marketing and the work that created the biggest return on investment. What client wouldn’t want to be part of that award?

And then there are the awards won for really good creative, but with little return on investment. Bottom line, these ads failed. Remember: the ultimate goal for advertising is to sell products. If we create something that is a work of art that never sells, we’ll end up being starving artists with a sad reel of unsuccessful work.

I’m proud that Werth has a reel of advertising successes with clear return on investment. Want to join me over coffee or drinks to inspire that next great Addy idea that will drive your sales? Give me a call at 614.224.8114, send me an e-mail at kwaldron@paulwerth.com or leave me a comment on this blog post.

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Werth Employee’s Social Media Experiment Featured in ‘Columbus Dispatch’

August 18th, 2009

COLUMBUS, Ohio – Paul Werth Associates senior account supervisor Caroline Cofer Golon has been featured – along with her cat Romeo – in Columbus Dispatch feature writer Joe Blundo’s Aug. 18 column. This is the latest coverage of Golon’s endeavor to raise money for animal rescues leveraging social media platforms.

The Dispatch column chronicles the Werth origins of Golon’s free-time pastime, which arose from a friendly debate among colleagues whether Twitter users would follow updates posted in the guise of her Persian rescue cat Romeo.

More than 6,000 Twitter followers later, having raised more than $20,000 for animal rescues and more than $250,000 in earned media coverage, Romeo’s popularity continues unabated, Golon said.

“Romeo has become something of a star,” Golon said. “While this is a fun personal project for me, it also allows me to make a difference for worthy animal rescue causes across the country. I have also been invited to speak about my experience at professional conferences and by pet-focused businesses. Who knew that Twittering could make such a difference?”

“It’s a testimony to the power of Twitter – or, perhaps, cats,” Blundo wrote in his column’s introduction. “Of course, the cat has a good ghost-Tweeter: Caroline Cofer Golon, who works for Paul Werth Associates, a public-relations company in Columbus.”

About Paul Werth Associates
Founded in 1963, Paul Werth Associates is a full-service public relations, marketing and public affairs firm counseling clients throughout the United States. The firm has offices in Columbus, Ohio and Washington, D.C.

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Kristin Mack Deuber and Dace de la Foret Promoted

July 20th, 2009

COLUMBUS, Ohio – Paul Werth Associates has announced the promotion of Kristin Mack Deuber, APR and Dace de la Foret. The Columbus-based public relations, public affairs and marketing firm has promoted Mack Deuber to vice president and de la Foret to account supervisor.

Kristin Mack Deuber, APR
Kristin Mack Deuber, APR has been promoted to vice president at Werth following a distinguished history of success with the firm. Mack Deuber leads the firm’s health care practice and manages client relationships throughout the firm. Prior to joining Werth she was the director of marketing and public relations for Columbus-based real estate development firm CASTO and began her career working with e-Merging Marketing and The Tomasi Marketing Group in Columbus.

Mack Deuber serves as an adjunct public relations professor to several area universities and is a member of the board of directors of the Central Ohio Chapter of the Public Relations Society of America. She also volunteers for The Women’s Fund of Central Ohio and The Columbus Art Museum’s ArtFUSION event. A recipient of the 2005 40 Under 40 Award from Columbus Business First, Mack Deuber holds her MBA from Franklin University and earned her journalism bachelor’s from The Ohio State University.

Dace de la Foret
Dace de la Foret has also been promoted several times at Werth, having risen to the position of account supervisor from his most recent role as senior account executive. de la Foret has most recently provided service to Werth’s media relations practice. Prior to joining Werth, he worked as a producer at WBNS-TV, and began his career working in production for NBC News’ Washington, D.C. bureau. He is a graduate of Miami University, where he earned his bachelor’s degree in communications.

About Paul Werth Associates
Founded in 1963, Paul Werth Associates is a full-service public relations, marketing and public affairs firm counseling clients throughout the United States. The firm has offices in Columbus, Ohio and Washington, D.C.

Paul Werth Associates has previously received nine Silver Anvils, which is the highest level of recognition in the public relations industry. The Silver Anvil Award recognizes complete programs incorporating sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession.

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