Puris was urging clients to look beyond the 30-second TV ad almost 20 years ago.
Puris says his firm should turn a profit next year as more projects take shape.
Allstate Insurance asked Puris' firm, NTM, to help pull off a "surgical strike" in Chicago earlier this year.
It wanted to interact with Hispanic car buffs, and Puris and Bernbach suggested spreading the word among car clubs.
Others, like longtime ad executive and Engine USA CEO Martin Puris believe that the jingle's time has come and gone.
Puris and Bernbach now know both worlds, having met with 465 small media outfits, including "a lot of not-so-good ones, " Puris says.
Martin Puris, a longtime ad man, will occasionally weigh in on account reviews and handicap the agency contenders in our "Up for Grabs" feature.
Puris and Bernbach hooked Kmart up with the Active Network of San Diego, which provides online registration and Web services to sports and recreation departments.
Puris has knitted together a network of 32 new-media agencies to offer their services to the kind of big-brand clients he took care of for decades.
"I'm not sure I understand why new-media companies need to pay to get big companies to pay attention to them, " says Dave L. Balter, founder of BzzAgent, a word-of-mouth marketer that Puris approached about joining up.
"The commercial is an utterly offensive, childishly obvious attempt to resuscitate a badly battered reputation for purely commercial purposes with what I'm sure somebody imagines to be one 'bold stroke, '" says Martin Puris, a longtime ad agency executive who is now CEO of Engine USA, an integrated communications company in New York.
In sync with the show's evocative look back, Martin Puris, the genius "Mad Man" behind the automotive company's tag line "The Ultimate Driving Machine, " introduced the program's opening ad, a superbly crafted vignette, complete with historical footage, that brings to life the story behind the car and how it came to stand for what it does in the minds of consumers.
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