Richter7 Featured in National Excellence in Brand Advertising Book

July 16, 2007 | 5:33 am

SALT LAKE CITY, July 16 /PRNewswire/ -- Richter7, a Salt Lake City-based advertising, marketing and public relations firm, is featured in a new book by advertising veteran Jim Osterman. Excellence in Brand Advertising is "equal parts textbook, road map and gospel," written to provide understanding about how advertising agencies create brands and "breathe life into them."

The only agency between Austin, Texas, and Los Angeles to be included in the publication, Richter7 is featured for its work with Zions Bank, Jackson Hole, Workers Compensation Fund, the Polynesian Cultural Center, Hogle Zoo, Tony Divino Toyota and TreeUtah. Through a history of Richter7, an interview with its partners and several case studies, Osterman emphasizes Richter7's commitment to emotionally driven brand campaigns.

"We are honored," said Dave Newbold, Richter7 president. "To be recognized among some of the most respected and creatively talented agencies in the country is a marvelous endorsement."

Also featured in the 203-page branding book (http://www.visualreference.com) are examples of top-tier advertising campaigns for Mercedes-Benz, Visa USA, Verizon, Honda, Viagra, Southwest Airlines, Reebok, XM Satellite Radio and 39 other brands.

"In the world of ideas, budget doesn't matter," Osterman wrote. "Witness Richter7 in Salt Lake City whose beautiful, smaller-budget work for Jackson Hole Mountain Resort focused brand image on the area's historic, western-sensibilities and stampeded traffic by a staggering 104 percent.

"Their work for Zions First National Bank also reinvented that bank's image with faltering consumers so well that it gave it the largest market share of any bank in Utah today."

Altogether, 23 agencies were selected as the "best in the business" for "brilliant advertising built on a solid foundation of consumer insights," said Ken Bowes, advertising consultant and cofounder of Atlanta-based Wanamaker Associates.

"Because emotional impulses drive behavior, communication strategies and marketing tactics should, above all, capture a piece of emotional real estate," said Scott Rockwood, CEO of Richter7. "Inclusion in this book validates our unyielding belief in disrupting the status quo and appealing to emotions."

Established in 1971, Richter7, named Utah's "Best of State" advertising agency for the past five years, is consistently recognized for effective advertising, design, interactive work and public relations for local, regional and national clients.