The Big Idea - What's In An Olin?

Stefan F. Blaschke

In his speech at the American Association of Advertising Agencies (4A's) Central Region Annual Meeting in 1969, Vice President of Doyle Dane Bernbach, Stefan Blaschke, describes the creative and media strategies used by his agency to overcome the image problem of Olin, the chemical, paper and metal manufacturing company.

The Big Idea - What's In An Olin?

Stefan F. Blaschke

In a brilliant article on positioning in today's market place, a competitor of mine recently wrote, and I quote:

"One of the best executed programs around is the one for Olin. The ads are beautifully done. But what is Olin? What is their position? They haven't left me with anything. In fact, I'm a little confused. How about you?"

Today I hope to show you that not only are the ads indeed "beautifully done," but that we havesucceeded with our target audience in describing Olin and its...

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