For the second consecutive year, Virginia Business magazine has identified Virginia brands that are really sizzling. By "hot" we mean brands that are making a splash; brands that are top-of-mind; brands that really stand for something.

While the number of entries was similar to last year, the judges who served both years agreed that the quality this year was higher. The Martin Agency predictably walked away with a bunch of awards — a repeat of its recent performance in New York at the 1999 Athena (Award to Honor Excellence in Newspaper Advertising) honors, where it won 12 prizes. But there were plenty of winners and honorable mentions from other Virginia agencies that also are building strong brands in an increasingly competitive marketplace.

Once again, we are grateful to our panel of experts from around the state. From Richmond, we had David N. Martin, chairman and CEO of Martin Branding Worldwide; Diane Cook-Tench, director of Virginia Commonwealth University’s Adcenter; and Anne Yauger, a vice president at The Martin Agency. From other parts of the state, we welcomed Howard Packett, founder of The Packett Group in Roanoke; D. Anderson (Andy) Williams, chairman of Williams Whittle Associates in Alexandria; and Bill Campbell, vice chairman of Barker Campbell Farley & Mansfield in Virginia Beach.

"A clear sense of identity guides much more than marketing and advertising tactics," he explains in his new book, "Be The Brand." "It guides the way you do business holistically in a competitive world. ... Advertising slogans and statements mean something only when backed by the corporate culture and proven through actual performance."

Branding has gained greater prominence in the past few years as companies try to add value to their basic products and services. Some brands might represent reliability, for example, while others might stand for convenience, quality or even social status. "It all boils down to how you are going to compete," says Martin. "The eighties was an era of commodity pricing. That eroded profits so much that there was a shift to the idea of establishing added value on top of the basic ... product."

In the nineties, branding has moved beyond products and packaging to include services and corporations. Recent economic trends also have accelerated the need for brand building: Mergers and acquisitions have created blended organizations that lack a clear identity. Signet has gone to First Union, Crestar is part of SunTrust, NationsBank has gone to Bank of America," Martin says. Mergers create "the need to zero in on what the brand really is."

And while developing a hot brand is challenging enough in an increasingly competitive market, "The toughest job for any brand is to stay hot," says Dean Jarrett, vice president of marketing communications at The Martin Agency, "especially in the most saturated advertising culture in history."

Main Street Beer Co. Hottest Local Corporate Brand Agency: Work Inc.

Background: Main Street Beer Co. is a bar/brewery/ restaurant/retail store that opened this summer in Richmond.

— Cabell Harris
President and Creative Director,
Work Inc.

Why it’s hot: The marketing strategy was to talk to beer lovers in a humorous way. Main Street wanted beer connoisseurs to know that if they really loved beer, they literally "had a home" at Main Street Beer. Actual sales have exceeded forecast sales. Main Street’s microbrews have been so popular that the brewery often runs dry in certain lines.

— Diane Cook-Tench
Director
VCU Adcenter

APVA Jamestown Rediscovery Hottest Local Product Brand Agency: Williams Whittle Associates

Background: The Virginia Association for the Preservation of Virginia Antiquities launched Jamestown Rediscovery to find and interpret the remains of the original fort. The APVA is trying to attract some of the 3 million tourists who visit Colonial Williamsburg and Busch Gardens each year and to create excitement about Jamestown’s 400th anniversary celebrations in 2007.

"Verbal tradition stated that the fort had washed into the James River. In 1990, the APVA decided to look for the fort and hired Dr. (William) Kelso. He found it the day he put the shovel in the ground."

— Peter Grover
Executive Director
Virginia Association for the Preservation of Virginia Antiquities

Why it’s hot: The series of three ads, which appeared in Washington and Richmond newspapers, used attention-grabbing headlines and copy that made the Jamestown story exciting and adventurous. The results were increased attendance at the exhibition and the Jamestown site, and greater awareness of this historic resource.

"I thought the creative was great. I thought the headlines were great. Of all the (creative work) I saw that day, they were the ones that really struck me. The copy was really good."

— Howard Packett
Founder
The Packett Group

 

Project Exile Hottest Local Service Brand Agency: The Martin Agency

Background: Criminals were not intimidated by the sentences they were receiving for gun charges. People were unaware of the implications of being caught in possession of an illegal gun: a mandatory five-year sentence in an out-of-state federal prison.

"The federal law has been in existence since 1968. The change was in branding the law and then prosecuting gun charges through the federal system, which is tougher than the state system."

— Pam Ledwidge
Senior Account Executive
The Martin Agency

Why it’s hot: Gun control is a hot topic. And criminals are taking notice of Project Exile: Richmond’s homicide rate is down 22 percent from last year and down more than 57 percent in the past 18 months; 604 guns have been removed from the streets of Richmond; and the armed robbery rate for 1998 has declined 29 percent.

"It was gutsy and straight-forward in a memorable way. It was very clear that they were going to be very tough on criminals. The work (itself) was tough, which backed up the personality (of the message). It went straight to the heart of the matter. ... The tone was appropriate."

— Diane Cook-Tench
Director
VCU Adcenter

 

The Martin Agency Hottest National Corporate Brand Agency: The Martin Agency

Background: A corporate brand is about more than products and services. It’s the whole corporate image: Everything from the company’s core values to its letterhead.

"The philosophy of The Martin Agency is to follow your instincts; treat your co-workers as you would want to be treated; push to do the right moral and ethical thing and the right strategic thing for your clients. ...If you follow that, the business will grow itself."

— Dean Jarrett
Vice President, Marketing Communications
The Martin Agency

Why it’s hot: The accolades keep coming: The Martin Agency was named Southeast Agency of the Year for the second consecutive year by Adweek magazine; it was awarded the only creative "A" in the country in Adweek’s annual report card issue; it won the Kellogg’s review; it maintained global accounts; and it remains a hot place to work.

"They really are a marketing tour de force. They are brilliant marketers because they use both the left and the right sides of the brain. It’s the alchemy: a pinch of this and a pinch of that; and it’s all in perfect balance. They are always awe-inspiring."

— D. Anderson Williams
Chairman
Williams Whittle Associates

 

Blue Crab Bay Co. Hottest National Product Brand (tie) Agency: In house

Background: Because of its remote location on Virginia’s Eastern Shore, Blue Crab Bay couldn’t test early sales and promotions through local retail stores before moving to larger markets. To break into larger markets, it set the mood for its product line with signature labeling and packaging.

"Blue Crab Bay Co. was instrumental in creating an international demand for regional specialty foods. Blue Crab Bay line’s strength is derived from the culinary themes of the Chesapeake Bay region, which inspire, promote and tell a story about each individual product."

— Susan Tyler
Publicity Director
Blue Crab Bay

Why it’s hot: Weathered fish net, real shells and ocean blue labeling provide a visual connection to the taste of Blue Crab Bay products. The line has earned numerous gold and silver medal awards from the Fancy Food Trade, which has increased both the exposure and desirability of the products.

"I was really impressed by the packaging. But then, when I got into the marketing, they’ve done a tremendous job of expanding their product brand."

— Howard Packett
Founder
The Packett Group

 

Virginia Wine Country Hottest National Product Brand (tie) Agency: Barker Campbell Farley & Mansfield

Background: Research indicates that East Coast vacationers are looking for short, frequent getaways that are easy to plan and easy to get to. By developing a cooperative branding campaign, the state tourism industry and the state wine industry are able to leverage their awareness and respond to a growing opportunity.

"The Virginia Wine Country comes to life through one-of-a-kind vacation packages ... emphasizing ... quality, flexibility and value ... that are unique to the state."

— Pete Leddy
General Manager,
Barker Campbell Farley & Mansfield

Why it’s hot: Virginia is among the top 10 tourist destinations in the United States, and the Virginia wine industry has grown rapidly in the past 20 years. The television and print ads evoke a warm and romantic feeling, mirroring the tone of the Virginia is for Lovers campaign.

"Virginia Wine Country co-oped a program with the Virginia Tourism Corp. They packaged rooms and tours of wineries. I was impressed with the marketing part of it. The whole concept was creative."

— Howard Packett
Founder
The Packett Group

 

Advance Auto Parts Hottest National Service Brand Agency: The Martin Agency

Background: The do-it-yourself car-care market was flat, and Advance Auto Parts’ major competitor, AutoZone, was well ahead in terms of market penetration and national presence. Advance employed an aggressive growth strategy and continued its basic brand promise of unparalleled customer service, competitive prices and high-quality parts.

"The campaign was grounded in research that showed that the (do-it-yourselfer), regardless of ability, needed a ‘partner’ when it came to getting the job done. ... (This was) exemplified in the slogan, ‘Advance Auto Parts, the best part is our people.’"

— Rich Lundvall
Vice President and Account Supervisor
The Martin Agency

Why it’s hot: Advance Auto Parts has grown from a relatively small regional auto parts supplier to the second largest parts retailer in the United States. It has more than 1,600 stores in 38 states. The company maintains a 25 percent annual growth rate.

"The Martin Agency ... applied the tried and true Martin Agency marketing strategy. Solid market research dictated the creative product. They didn’t ‘Einstein’ the subject matter, what they did was use humor."

— Andy Williams
Chairman
Williams Whittle Associates

 

The Liberty Project Hottest National Corporate Brand Master Agency: Williams Whittle Associates

Background: Due process and guarantees against unreasonable search and seizure do not apply under civil asset forfeiture laws. The Liberty Project aims to educate the public about the need to reform these laws in an effort to preserve civil rights.

"We believe that the limited protections afforded individuals under current law, coupled with overzealous and unchecked law enforcement, has created an environment that breeds abuse."

— Phil Harvey
Founder and President
The Liberty Project

Why it’s hot: The Liberty Project strikes a chord with many Americans: It focuses on citizens’ constitutional rights. The creative campaign reflects the possibility that federal law enforcement agencies could easily subject one’s family and property to search and seizure, without recourse.

"It was a solid creative approach to an obviously complicated project. While it did offend some audiences, Congress is considering the amendment, and that was the primary objective of the campaign. Even though it was a single entry, it scored well in the judging."

— Howard Packett
Founder
The Packett Group

 

TV Land Hottest National Product Brand Master Agency: The Martin Agency

Background: Ten years ago there were three networks. Now there are more than 100. The competition for viewership and for slots on cable systems is at a fever pitch. TV Land is a contemporary cable network that has shows people grew up with and love: "I Dream of Jeannie," "Maude," "Dragnet" and "Sanford & Son."

"TV Land offers a different kind of television viewing experience. Like no place on broadcast or cable, TV Land is where you can turn for the things you love about television."

— Dean Jarrett
Vice President, Marketing Communications
The Martin Agency

Why it’s hot: TV Land celebrates everything that is positive and good about television in a time when violence and sex on television are taking over prime time.

"They expanded the appeal of that era to both the younger group and the older group by taking the old footage and giving it a modern spin. You would tend to immediately approach that in a more nostalgic way. With the more modern spin, it becomes more relevant to a younger audience."

— Bill Campbell
Vice Chairman
Barker Campbell Farley & Mansfield

 

Yellow Pages Hottest National Service Brand Master Agency: The Martin Agency

Background: Since the breakup of AT&T in the 1980s, numerous Yellow Pages publishers have been sending out competing messages that tout the directories’ convenience. For the first time, a unified brand advertising and public relations campaign was launched on behalf of the Yellow Pages industry.

"The Yellow Pages is an idea book. It doesn’t just help you find things. It helps you think of them. And since we discovered the Yellow Pages is the second most read book in the world, it only made sense that there would be an author. So the ‘Man who wrote the Yellow Pages’ was born."

— Dean Jarrett
Vice President, Marketing Communications
The Martin Agency

Why it’s hot: The Yellow Pages have been an invaluable resource to Americans for more than 30 years. But the new public relations efforts have created a public "buzz" about the Yellow Pages that never existed before.

"It’s a far more courageous campaign than many. The ‘author’ is funny and attention-attracting. The campaign isn’t going to be immediately understood by everyone. As an introduction to a new approach and a new look, it’s creative."

— Bill Campbell
Vice Chairman
Barker Campbell Farley & Mansfield

 

Work Inc. Maverick Marketeer Agency: Work Inc.

Background: After five years free-lancing for large national agencies, Work decided to go after its own accounts. It began branding its own Work products and services to become its own client and to demonstrate the benefits of branding.

"With Work we’re going into different product categories — all have something to do with strong work ethics and pride in your craft. I’m trying to tie everything together. One day I’ll be able to sign projects off as Work, and the message will reinforce all the product lines."

— Cabell Harris
President and Creative Director
Work Inc.

Why it’s hot: The Work brand has been extended to baseball caps and locally brewed beer. The beer is the top-seller at the Main Street Beer Co., and Budweiser has begun distributing it in five states. Work plans to publish children’s books and a stock photography book. Work Inc. is "six for six" on new business pitches.

"Cabell Harris is promoting an ad agency by demonstrating that he can create and brand products. He sees the world differently and his work has a different twist every time. ... Down the line, Work has had success with its different approaches."

— David N. Martin
Chairman and CEO
Martin Branding Worldwide