The Voice Great Brands Campaign Advertising. The way great brands get to be great brands. This multiyear integrated advertising campaign seeks to reinforce advertising s strategic importance at a time of fundamental change in the business environment. Background AAF's 1998 benchmark survey of these top executives validates the need for the campaign. In addition, just 4 in 10 executives surveyed believe the importance of advertising will increase in the future, although the majority see marketing as one of the biggest areas of change ahead.
Advertising is the compass to consumers in a marketplace that s changing course.
The need for the discipline has never been greater. The Great Brands Energizer, Sunkist, The Coca-Cola Company and Anheuser Busch, Inc., have permitted an unprecedented modification of their logos. CEOs know that rationally. We want them to feel that emotionally. In addition, the AAF was joined in this campaign effort by the Magazine Publishers of America and the Electronic Retailing Association .