Business World

THE JOURNAL RECORD, November 27, 1996 | Go to article overview

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The Absolut book

NEW YORK (AP) -- Is there enough to say about even a campaign as popular and successful as that for Absolut vodka to fill 274 pages of a book? Most definitely. (You were expecting maybe "Absolutely?")

The book is titled Absolut Book, in the style of the two-word headlines that have typically been the focus of the print advertisements for Absolut since the campaign was introduced in 1981. Absolut Book by Richard Lewis, published by the Journey Editions imprint of the Charles E. Tuttle Co., presents a retrospective of the campaign that includes reprints of about 500 of the 550 or so Absolut ads that appeared through 1995. The book is one of the few ever devoted to the creation and duration of a campaign for a single product. But because Absolut's advertising is among the most effective, most honored and most imitated in marketing -- inspiring some consumers, for instance, to collect the colorful ads like baseball cards -- Absolut Book may well appeal to readers beyond the confines of Madison Avenue or martini bars. "Obviously, this is a campaign with a following, so we wanted the book to have general appeal," said Lewis, who is executive vice president and group account director at TBWA Chiat/Day in New York, part of the TBWA International unit of the Omnicom Group. "It's meant to be encyclopedic, but not an encyclopedia," added Lewis, who is in charge of the worldwide Absolut account at TBWA Chiat/Day. Absolut Book is published in both soft cover ($29.95) and hard cover ($60). Free holiday calls OKLAHOMA CITY (JR) -- Southwestern Bell plans to give its customers a gift of its this holiday season by offering free cellular long-distance calls to anywhere in the continental United States on Thanksgiving and Christmas. Southwestern Bell cellular long distance customers will be able to make free, unlimited long distance calls to loved ones in the continental United States for calls made from their home service area during 12:01 a.m. to midnight on these two holidays. While long distance charges will be waived, normal air time and other charges will apply. Southwestern Bell began offering cellular long distance service in earlier February, after President Bill Clinton signed into law the Telecommunications Act of 1996. Southwestern Bell offers cellular long distance throughout all of its markets in Oklahoma and other states. Southwestern Bell and its Cellular One affiliate serve more than 4 million cellular customers in 63 service areas nationwide. Expanding Word TULSA (AP) -- Word Industries Pipe Fabrication Inc. is adding 325 jobs in an expansion of its plant in Tulsa. About 65 of the jobs will be added by the end of the year. Tom Word, president of the wholly owned subsidiary of Shaw Group Inc. of Baton Rouge, La., said the state's Quality Jobs Act was a key factor in the expansion. The immediate additions will be in the pipe bending and fabrication areas. The other 260 in technical and administrative jobs will come over a 10-year period. Many of the new employees will be trained by Tulsa Technology Center to operate the $2.5 million state- of-the-art bending machine. Officials said Monday that other expansions are under review in Oklahoma by The Shaw Group. Adding studio space LOS ANGELES (AP) -- Members of the Disney family and a developer plan to build 14 sound stages as part of a $77 million complex to take advantage of Hollywood's growing hunger for studio space. Shamrock Holdings Inc., an investment company owned by the family of Roy E. Disney, said Monday that it had joined with a developer to acquire 22 acres of land in Manhattan Beach from aerospace and electronics maker TRW. Disney is vice chairman of the Walt Disney Co., which is unconnected to the project, a Shamrock spokesman said. Makers of music videos, cable programs, TV shows, infomercials, interactive projects and movies are scrambling for sound stages. Shamrock said its research found an average of six vacancies in a survey of 256 Los Angeles sound stages. …

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