A Snarky Look at Philadelphia
by Steven Grasse
"Gyro Worldwide, the Philadelphia ad agency known for its iconoclastic makeovers of some of the world’s largest brands, is undergoing a metamorphosis into a new creature, like caterpillar becoming a butterfly. As of today, Gyro Worldwide is no more. In its place is Quaker City Mercantile (QCM), a company that aims to produce much more than advertising. ... The change from Gyro to QCM reflects changes in American popular culture, and the maturation of Gyro’s founder, Steve Grasse."
Amorosi on the news, nightlife, gossip and bitchiness beats.
Gyro Worldwide will become Quaker City Mercantile starting June 9. They sent me soap that smelled like their new rootsy booze ROOT last week. Thank you Steven Grasse for both of these ideas.
Single Malt Campaign
Having established what constituted a high advertising budget for its Glenfiddich brand of scotch, nearly $1.7 million, William Grant & Sons Ltd. at the end of 1998 moved its account from New York-based McCann-Erickson Worldwide to a much smaller firm, Quaker City Mercantile (formerly known as Gyro Worldwide) in Philadelphia. The change marked the end of McCann's three-year ''The Friday Scotch'' campaign. Scotch whisky was not usually a product whose advertising attracted enormous attention in the United States, simply because it was not marketed on television or radio. Nor had Glenfiddich or its family-owned Scottish distillery attained enormous exposure in the American market-despite the fact that it was the world's leading brand of single-malt scotch. For that matter Glenfiddich's 1998 advertising itself did not make headlines:
Indy racing has always been a notch above NASCAR in terms of sex appeal. Quaker City Mercantile (formerly known as Gyro Worldwide) has always been a notch above in terms of sex appeal. Here the twain meet.
CEO/Executive Creative Director- Steven Grasse
Creative Director- Ron Pushkar
Agency Producer- Joe Conti
Production- Buck LA
Music- "A New Race" by Radio Birdman
In April the green flag drops on VERSUS extensive IndyCar coverage with hours of action packed racing. First stop the Streets of St. Petersburgh with a 1.8-mile street course.
Watch it Sunday, April 5th @ 2PM ET! http://www.versus.com/irl
Video by Quaker City Mercantile
Give me gin and tonic
I'm not a big spirits guy, but I love gin. My favourite, Hendrick's, is by it's own admission "Not for everybody." This little booklet that comes attached to every bottle I adore. It is of course sperfluous to the gin, but extends the brand beyond a drink. You could argue it shouldn't be about more than the contents of the bottle, but that wouldn't help explain why Coke's market cap is valued at only $60 billion in assets, but $120 billion when you take brand into account (thank you The Brand Gap).
Hendrick's also back it up with a great product site, which moves over into something a bit more experiential with The Unusual Times.
I love this because:
* I already dig gin, so I'm predisposed and biased
* It doesn't take itself seriously, therefore digs into Mr. Ries' law of candour
* It makes itself a social object, and larger than the drink
* Like the Nike's and Apples of the world, it loves something above its product, in this case the peculiar, and expresses that in the form of a drink the Wall Street Journal named "Best Gin in the world" in 2003
* The story around the drink makes it tribal and is a clear distinction between those who drink Hendrick's and those who ask for Tanqueray or Bombay Sapphire. That connectedness is crucial in this day and age.
I think it's about G&T time...happy weekend everybody.
- David Gillespie