For agencies, advertising is more than clever signage, catchy jingles, and flashy commercial concepts. Advertising is about establishing a bond between the consumer and the company offering a product or service. These agencies spend hours conducting studies, researching and examining trends and consumer demands to determine the most efficient approach to market their clients to the public. They develop brands, help form corporate identities, as well as produce traditional advertisements.
The men and women of advertising are not merely hucksters wooing the public with smoke and mirrors. They are teachers and informers reaching out to the common people to introduce them to new products and new ideas. Sure, their goal is to sell the product or service, but those products and services—even the way they are presented to us—can have such a profound effect on our lives.
The advertising teams of South Florida are dedicated to their craft and show true passion for developing relationships with clients and consumers. They work hard to create award-winning and eye-catching promotional materials that will inevitably win us over.
Careful—their passion and impetus may be contagious.
"We are in the business of creating desire."
TURKEL embarked on its mission to create desire and to achieve Total Brand Management through talent and savvy in 1983. Under the supervision of CEO Bruce Turkel and company president Roberto S. Schaps, the full service agency has developed simple yet powerful messages for their clients through a process called Brain Darts®.
Brain Darts® is an innovative approach to connecting the audience with a client's product or service. It was developed by the company to help them to understand trends, consumer culture, and the ever-changing marketplace. The Seven Points of Brain Darts® protocol (All About Them, Hearts Then Minds, Make it Simple, Make it Quick, Make it Yours, All Five Senses, and Repeat Repeat Repeat) allows the TURKEL team to find "the most compelling brand message that will speak to the consumer in a way they'll understand, appreciate, remember, and act on."
"Through our commitment to strategy, creativity, and technology we create startlingly original and effective marketing solutions for our clients," says Marlisa Shapiro of TURKEL's public relations department.
Brain Darts® has proven to be an effective strategy for TURKEL with companies including Discovery Networks, Hasbro, AT&T, Raddisson Seven Seas Cruises, and Black & Decker. Currently, the company is working its advertising archery for new clients such as HBO, Sony Electronics, Peabody Hotel Group, and Greater Miami Convention & Visitors Bureau.
What keeps TURKEL in South Florida? Shapiro says, "Miami has an energy that can't be found anywhere else on Earth. Our bouillabaisse of cultures, languages, music, and styles reflects a lifestyle and work style that is brighter, bolder, and spicier than in other American cities. This Miami vibe truly influences our creative product."
Ready. Aim. TURKEL.
Since its inception, Zubi Advertising has worked to remove boundaries and enhance the image of the Hispanic culture. The company, founded by Tere Zubizarreta in 1976, became one of the first agencies to provide Hispanics with a noticeable place in the industry.
Zubi employees hail from all parts of Mexico, Central and South America, and the Caribbean. The staff is immersed in the U.S. Hispanic market 24/7 and is aware of the vast differences in the marketing strategies between the U.S. market and other Spanish speaking countries. In hiring employees, Zubi seeks out experts who are the best of both worlds to combine general market experience with U.S. Hispanic backgrounds. This strategy gives the company "Madison Avenue confidence with Calle Ocho perspectives."
After 25 years, Zubi Advertising is still going strong with offices in Miami, Los Angeles, Dallas, and Detroit. Their fresh approach to reaching the domestic Hispanic consumer market has won them clients like El Nuevo Herald, Winn Dixie, Ford Motor Company, American Airlines, SC Johnson, Western Union, The Olive Garden, and Wachovia.
Among many of the accolades Zubi has acquired over the years, the company recently won two awards for its American Airlines' "Brazos" campaign and one award for Ford Motor Company's Focus at Ad Age's 4th Annual Hispanic Creative Advertising Awards.
With a genuine commitment to their clients and their culture, Zubi Advertising will be erasing stereotypes for years to come.
In 1989, Michael Gold and his brother-in-law David Forest founded Goldforest with the idea that Forest would man the creative side and Gold was "the suit with the engineering degree and the MBA." The arrangement didn't work out for long. "[It] lasted about nine months before he realized he had real bills to pay, but I was living with my parents and could afford to keep going, so I did," says Gold.
Through a creative family and lack of money to print up new business cards, Michael Gold forged his new career as an advertising exec. As the company, like most living organisms, continued to grow, Michael brought on his wife Lauren Gold as his business partner.
Don¹t be fooled by the company's small size. They work hard to provide a high level of customer service as well as the speed and consistency that could match the larger shops. Goldforest prides itself on frank opinion, personal service, and mind-shifting creative execution.
Over the years, Goldforest has developed into a communications consultancy specializing in corporate and product identity, package design, visual identity architecture, and brand image advertising. Gold explains why they have chosen a consultative approach, "If you are a boutique in Miami and you want to work for quality clients, it's very hard to survive without a specialty." He continues, "We work closely with our clients to help them define their marketing goals and develop a partnership based on mutual trust and shared knowledge. Then with our clients, we build and implement a cohesive communications strategy."
With branding successes including Oneida Silversmiths cookware and QEP, the world's largest distributor of ceramic tile tooling, Goldforest is managing to keep its roots planted in the advertising field.
Where can you find a smart, award-winning creative advertising team? Taglairino Advertising Group in Miami, that's where. Taglairino Advertising—or TAG for short—has been delivering personalized advertising solutions for 17 years. On St. Patrick's Day in 1986, two creatives from Beber Silverstein teamed up with an account supervisor from the same company to start up a dynamic new shop. The new company merged with an international marketing firm in 1987 and transformed into the TAG we know today.
Make it work is one of the key rules TAG abides by.
The 18-member TAG team "makes it work" by being dedicated to developing lasting relationships both with the clients and within the staff. "We study our client's needs on a very individualized basis and look at what assets and attributes we can use to build or strengthen their brand," says J. Robert Taglairino, President and Creative Director of TAG and Chairman of the Board of Trustees for the Advertising Federation of Miami. "Our creative team like being involved in our clients' businesses and we travel in packs to listen and participate."
Despite the economic slowdown, TAG recently had its best final quarter in the history of the company and foresees the best first quarter this year. They have their client base, which consists of upscale brands and leisure and entertainment companies, to thank. Turnberry Isle Resort, The Oaks in Boca Raton, The Royal Palm on South Beach, Miami Seaquarium®, Gulfstream Park/Magna Entertainment, and the Miami International Film Festival have all benefited from TAG's award-winning representation.
Zimmerman & Partners Advertising
Jordan Zimmerman, CEO of the company that shares his name, believes in an advertising approach that differentiates his company from competitors. "I have effectively merged the elements of branding and retailing to develop an advertising discipline that creates positive long-term brand identity as well as short-term retail results." He calls his approach Brandtailing.
Zimmerman & Partners has been dedicated to serving the retail sector since Zimmerman formed the company in 1984. From clients like Papa John's and Consolidated Credit Counseling Services to the Miami Dolphins and the Florida Panthers to AutoNation and Nissan, the company prides itself on its ability to enhance the image of a brand while providing a specific retail message.
As the economy and trends change, companies are always aware of the need to lure in the short-term buyer. With special programs including Brandtailing, Brand Focus, Ztrac, and Integrated Consumer Studies, Zimmerman & Partners combines experience with the benefit of consumer and market knowledge to meet the needs of their clients.
"We don't just build better brands- we build better businesses."
Zimmerman & Partners is much more than an advertising agency—it is a total business solutions agency with motivated employees and a knack for giving the client and the consumer what they need. Since its humble beginnings nearly 20 years ago, Jordan Zimmerman and his Brandtailing technique have taken the company to new levels of success and expanded beyond South Florida. In addition to the Fort Lauderdale office, Zimmerman & Partners has seven offices throughout the U.S.
Forget alphabetical order, Zimmerman & Partners are on the A-list of advertising.