Clone of The Leffler Agency

Grid

2009-09-08T16:49:19Z

Orioles - internet test

2009-09-01T18:51:35Z

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Portfolio - Jason Example

2009-09-01T18:32:01Z

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Taking Sides - Tax Reform

2009-08-26T21:21:01Z

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MD Jockey Club - Sacred

2009-08-19T17:01:17Z

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MD Jockey Club - Hunch

2009-08-19T17:00:22Z

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MD Jockey Club - Dog

2009-08-19T16:59:29Z

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Taking Sides - Mass Transit

2009-08-18T14:57:09Z

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Taking Sides - Condos

2009-08-18T14:22:41Z

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Taking Sides - School Busses

2009-08-17T20:23:05Z

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Taking Sides - Rays Stadium

2009-08-17T20:21:24Z

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Football is back in consumer consciousness

2009-08-13T20:40:29Z

Football has crept back into the consumer consciousness or even the semi-consciousness of sports fan. Because there is only one real summer sport on the radar screen, the casual consumer of leisure entertainment product is ready for something. In at least 70% of the cases, the major league baseball team is in the tank and the minor league team's roster have been seen by that same 70% who are looking toward the future. Teams need to push very hard to build unaided brand awareness and plant the "yes" seeds so when your staff fields calls, there is a mood of acceptability. This helps groups and prompts mini-plan buyers because there is coordinated market stimulation.

Bob Leffler
CEO/Owner

CREATIVE VS. RESULTS

2009-05-28T15:02:41Z

What constitutes "good creative" in the advertising industry is beginning to shift as clients begin to look more for results and less for the awards the creative wins. We have had this philosophy from our opening in 1984 and at times have been overlooked in terms of our capabilities. It has always made me laugh each Super Bowl as the big creative houses stumbled all over themselves to grab attention with humor while totally disguising the client's product and sales objectives.

In the sports industry, we have won our share of awards, but never at the expense of the client's sales objectives. Often, agencies spend a ton of client money "testing" creative concepts before the final creative choice is made. This shows me a lack of conviction as well as the inability by the agency to establish any kind of strategic creative principles. Over our 25-plus year history, we have tracked the results of our campaigns and in so doing the agency has established a set of strategic creative principles that are backed up by results. Our current clients benefit from this because we prescribe accurate strategic creative rather than experiment with the client's money by testing it on their dime.

]]> A good example of the above is humor in sports when one is doing more than brand enhancement. If you have to sell tickets to a wide audience, you better show the entire venue experience and you had better value it. You also had better have some shelf life and flexibility for the spot bases. Humor does none of this and along the way devalues the experience by trivializing it. We have had humorous elements, but never humor dominating our spots when we are selling. Branding is different because the run durations are shorter.

Part of the problem of our industry is the lack of understanding of what needs to be accomplished by the creative. We know what to do in our specialty and in our sub specialties from our long experience. But, along the way, we have kept track of what works and what does not. A lot of the efforts we see are re-starts...every time out.

Without beer, Preakness infield was less filling

2009-05-17T13:58:43Z

May 17, 2009
BaltimoreSun.com

They threw a hell of an infield party at Pimlico Race Course yesterday. Too bad nobody showed up.

Normally, you have, what, 60,000 beered-up fans shoehorned into the infield for the Preakness?

Saturday, there was a fraction of that.

Saturday, you could have landed planes out there, it was so empty.

In one of the great Baltimore protests of all time, the sweltering masses rose up as one and thundered: You won't let us bring beer to your party? Fine, we won't show up at all. See how you like that.

Me, I happen to think Preakness officials made the right call prohibiting folks from bringing in their own beer. Look, things were getting completely out of hand.

People were getting hit with full cans of beer thrown by drunks. Fights were breaking out. Women were being groped.

The place had taken on all the calm of a Mike Tyson pub crawl.

But, boy, the ban sure did chill the party, didn't it?

Sure, there was still plenty to do in the infield to kill time before Rachel Alexandra's thrilling victory in the Preakness Stakes over Mine That Bird, the spirited Kentucky Derby winner.

The Hooters swimsuit contest was a class act, as always.

The sumo wrestling featured the usual sweaty fat guys throwing each other around, which you can see almost every night in Fells Point when the bars let out.

There was an air guitar contest and NASCAR simulator and the Skoal Zone, where, in a nice thumbs-up to the American Cancer Society, a sign said: "Show a pack of cigarettes, get a free gift!"

There was even the great Texas boogie band ZZ Top, whose members have beards older than most of those in the infield crowd yesterday.

But the vast emptiness of the infield was an absolutely incredible sight to veteran Preakness-goers.

At 1 in the afternoon, track officials were privately estimating that only a few thousand revelers were out in the grassy oval.

By post time for the Preakness, the crowd had grown larger, but not by that much.

Clearly, all the rock bands and oxygen bars and NASCAR simulators weren't going to pull in the crowds this day.

"[People] didn't give it a chance," said Bob Leffler, president of the Leffler agency for the track. "This is the best [infield] experience we've given them in 10 years."

Ramirez Hit With 50-Game Ban Amid Dodgers Marketing Campaign

2009-05-15T13:05:15Z

Bloombergnews.com
May 8, 2009

By Mason Levinson and Nancy Kercheval

A week after the Los Angeles Dodgers began promoting "Mannywood" as part of a marketing drive behind their All-Star outfielder, Manny Ramirez got banned for almost one third of the season.

Major League Baseball yesterday suspended Ramirez for violating its drugs rules, taking the Dodgers' star player out of the next 50 games and putting the skids on a sales campaign centered on the 36-year-old.

"It's everybody's nightmare," said Robert Leffler, owner of sports advertising firm The Leffler Agency, in a phone interview. "You can't market someone who is suspended."