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TvB: after first decade
Agencies and clients thrive on creative, diplomatic and resea -^h services provided by industry's "super rep," in a continuing crusade to expand tv sales
■ Where can a sponsor get advice about creating an image via tv?
I Where can an agency see screenlings of a variety of commercial ad concepts?
Where can a small budget advertiser have his commercial constructively criticized, with comments recorded on an unused soundtrack on the tv-tape?
The answer: TvB.
A recent Sponsor look at the 'super rep of television" shows that TvB wears several hats — as diplomat, creative advisor and researcher — in its continuing and highly successful crusade to expand and encourage the use of tv as an advertising medium.
Although the organization is beginning its second decade of service to the industry, the closeness with which it works with clients and agencies still comes as a surprise to some.
With its $1.2 million annual budget, activities cut across all lines, running the gamut from orchestration of a local store's tv jingle to selling video to a major non-user of the medium.
Much of its work is conducted at the all-important "grass roots" level.
For example, during the summer, TvB held a seminar for the annual meeting of the Trans-American Advertising Network (TAAN), a group of 23 relatively small agencies ■ — one to each market — with billings up to $15 million each.
These agencies were shown how they could accelerate their own growth through the growth of their clients, with television providing the key.
"We werr able to show these ad men a loca.^ in-depth view of a tv market," says George Huntington, TvB's executive vice president, who points out that some of TAAN
members have had no video advertisers.
Agency men were advised to "take a look at your local accounts, your banks, department stores and
Paul Willis, president, Grocery Manufacturers of America, tells TvB luncheon meeting that "industry must do a better job of communicating" at a session typical of TvB meetings.