Guild Group

Company: The Guild Group
Company Division/Group: Business to Business
Company Description: The Guild Group, founded in 1980 by President and CEO, Victor Ayala, is a full-service marketing and communications agency with headquarters in White Plains, New York. With more than 75 professionals, The Guild Group leverages it’s broad range of expertise to produce strategically sound and creatively executed programs designed to achieve solid and measurable business results.
Nomination Category: Corporate Media Awards Categories
Nomination Sub Category: Best Radio Campaign

Nomination Title: D&B Brand Advertising Campaign

1. List the date that this nominated campaign was first aired in the U.S.:

   June, 17 2002

2. Briefly describe this nominated campaign's communications objectives and how it met those objectives (up to 100 words):

   D&B (formerly Dun & Bradstreet), was seeking to leverage its new brand imagery and increase awareness of all its competencies. D&B provides information that allows business people to make more confident decisions, Guild's advertising creative strategy focused on the experiential aspect of that confidence--that is, the positive sense of certainty one feels when making decisions based on D&B information. The campaign demonstrated the contrast between the "sort-of sure" state of mind without D&B--uncomfortable, skittish, uncertain; relative to "D&B sure," --confident, positive, insightful, informed; while the campaign line reinforced the brand and the company’s new name.

3. List the creative and production credits for this nomination. Follow this format, and list all applicable: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Web Development Firm/City: Writer:

   Advertising Agency: The Guild Group, White Plains, NY
   Music Company: Elias Arts, New York, NY
   Account Director: Elie Aslan
   Creative Director: Heidi Udell
   Copywriter: Heidi Udell
   Producer: V. William Peri