A Vote for Independents...of a Different Kind
I disagree with Mr. Amernic's comments ("Open Mike," PRN, Feb. 21) on sole practitioners being the best choice for outsourcing communications work. The best of all worlds is
an independent agency. The staff of our 48-person firm participates in new business presentations - and if a prospect doesn't move us, we don't pursue the business. This is a
principle that keeps employees and clients happy in the long run. We are big enough to execute work on national and international levels and to invest in the tools that make us
excel at our jobs, yet small enough to deliver on client service. Bottom line: A one-man shop may deliver quality tactics, but only a full-service agency can deliver the high
level strategies generated by multiple voices.
Denise A. Kitchel
Duffey Communications, Atlanta
[email protected]
Beverages of Distinction
I would like to clear up some apparent confusion about the role - and goals - of [Dunkin' Donuts' Rocket Man] character and program (PRN, Jan. 31). While Rocket Man was first
introduced as a "coffee" superhero as a way to get people talking about and tasting Dunkin' Donuts coffee, he is clearly a caricature. He is, and was conceived of as, a larger-
than-life representation of the brand.
Dunkin' Donuts is a family brand that's been serving a variety of products appropriate for the whole family for 50 years. When kids think Dunkin' Donuts, they think donuts.
And when Rocket Man participates in child-related events - perhaps talking about the brand's safety or educational programs - he brings a Rocket Pack full of juice and donuts for
everyone. When kids are involved, coffee is never part of the equation.
Joy Farber Kolo
BSMG Worldwide, New York
[email protected]