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Get The Most From Your Ad Agency: Lennar, Olive Garden Explain How.(A)
By Marilyn Much
Investor's Business Daily
If you've ever seen an Olive Garden TV spot, you probably recall the message: "When you're here, you're family."
The tag line, used in all company ads, tells consumers that when they dine in one of the company's 468 casual Italian eateries they'll be treated with care and generosity.
When working with its prime ad agency, Grey Worldwide, a unit of Grey Global, the Darden Restaurants unit sticks to the same rule -- treat the team like family. Grey joined Olive Garden doing local and spot ads in 1986 and tookon national ads in 1994.
Home builder Lennar Corp. has had an equally long run with Zimmerman & Partners, owned by Omnicom Group.
The key to working well with an agency, both companies say, is giving the team insight into your business -- where it is and where it's headed. That means making the agency a partner rather than a vendor, says Drew Madsen, OliveGarden's marketing vice president.
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