The BEAUTY of branding

alon Magazine, a daily Web-based publication that’s been gaining national attention in recent months, has awarded its estimated $3-5 million account to Odiorne Wilde Narraway & Partners.
OWN&P plans to create a national branding campaign that will “incorporate several kinds of media,” according to agency president Wayne Buder (pictured). Keith McVaney, director of account planning for OWN&, adds, “Salon Magazine has plenty of notoriety. But they need to understand the breadth of what they have to offer and learn how to communicate that effectively.” The agency’s first work will break in early 1999.
Salon made controversial news recently, publishing a story about a 1960s extramarital affair that the House Judiciary Committee head, Rep. Henry Hyde, R-Ill., has since admitted having.
OWN&P won the business in a pitch against Blazing Paradigm, another San Francisco shop. Executives with the client could not be reached for comment. –Jane Irene Kelly

Publish date: October 26, 1998 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT