- The Washington Times - Monday, July 8, 2002

Advertising & Marketing

Matt Smith, former executive creative director at Arnold Worldwide, plans to bring big ideas to small clients as part of the philosophy behind his new agency, called Plus Smith Communications.
"What I can do is bring big-agency thinking to smaller clients," Mr. Smith says. "There are a lot of clients especially in this economy where their budgets are smaller, but their vision and desire are bigger."
Mr. Smith, a Washington native, has had his share of agency experience working at firms like Arnold, Hill Holliday, Ammirati Puris and Chait-Day.
Originally, Mr. Smith named his agency "& Smith" with the idea that the client's name would go before the ampersand and it would be a partnership between the two. But that name didn't stick. About a month ago, Chicago ad executive David Wojdyla, founder of "& Wojdyla," requested Mr. Smith change his agency's name because it was too similar to his.
Mr. Smith obliged and decided to use a plus sign for his agency name instead. He says "+ Smith" better represents what he's trying to do by offering smaller clients a "plus-size" or "super-size" dose of ad ideas and thinking.
"I wanted to make sure the [agency name] promoted a whole line of thinking," he says.
Mr. Smith's one-man shop, located in Falls Church, officially opened July 1. He's not searching for clients in any particular sector but likes working with those in the automotive, financial, utilities and association industries.

Serving up more ads
The National Restaurant Association has started the next advertising phase of its Cornerstone Initiative a program geared toward promoting the restaurant industry as an important part of the economy and community.
New print ads, which started running this month, feature association chairman Xavier Teixido of Harry's Savoy Grill in Wilmington, Del. The ads highlight his success story in the restaurant business and promote the industry as one of opportunity.
"We're focusing on the incredible opportunity [restaurants offer]," said Steven C. Anderson, president and chief executive of the association.
The ads, created by Alexandria-based Smith and Harroff Inc., are running in publications such as Roll Call, National Journal and CongressDaily, targeting business and government leaders.
"We are amplifying our message to advance the association's pro-employee/pro-employer public policy agenda and inspire and unify the industry's 11.6 million employees about the endless opportunities available to them," Mr. Anderson said.
The association started the Cornerstone Initiative two years ago and stepped up its advertising approach after the September 11 terrorist attacks.

In other ad news
The Dan Rosenthal Co., based in Bethesda, has been named agency of record for Long & Foster Real Estate Inc. after being hired last year to handle a project for the Fairfax real estate brokerage firm.
GKV Communications in Baltimore has been named agency of record for Pennsylvania State University's Smeal College of Business and will handle advertising and integrated marketing programs. The agency will work on a branding campaign to promote the image of Smeal's undergraduate, graduate and executive business programs.
A new exhibit in Milwaukee showcases the marketing of Major League Baseball teams throughout the years. One of eight teams included in the exhibit is the Baltimore Orioles. The team's advertising was created by Trahan, Burden & Charles in Baltimore.

Donna DeMarco can be reached at 202/636-4884. Advertising & Marketing runs every other Monday.

Sign up for Daily Newsletters

Manage Newsletters

Copyright © 2020 The Washington Times, LLC. Click here for reprint permission.

Please read our comment policy before commenting.


Click to Read More and View Comments

Click to Hide