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Summarized by Kent Larsen
Prominent LDS Ad Exec To Join New E-Venture
(Bronner seeks shop for e-venture)
Advertising Age pg1 28May00 B2
By Laura Petrecca, Amanda Beeler
Relationship marketing company plans $30 mil branding campaign
NEW YORK, NEW YORK -- LDS Church member and prominent New York advertising
executive Gordon Bowen is involved in a new venture meant to build
relationships with consumers for packaged goods companies. According to
Advertising Age's sources, the company, Upromise, will build a 'higher
education rewards program,' allowing consumers to accumulate financial
rewards for purchases that could then be applied to a child's education.
Upromise will reportedly launch in the fall with a $20 million to $30
million branding campaign. The founders, including Bowen and Digitas founder
Michael Bronner, are now selecting an agency for the campaign.
Bowen is known on Madison Avenue as the creative brains at Ogilvy &Mather
behind the "Portraits" print campaign used by American Express in the late
1980s. The campaign is best known among consumers by its tag line,
"Membership has its privileges." Bowen has also held high-level creative
positions at agencies Young &Rubicam and McCann-Erickson Worldwide.
Recently, Bowen did consulting work for Bronner at Digitas on its American
Express account. Bronner became chairman emeritus of Digitas in December and
his involvement is limited to a seat on the company's board.
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