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Posted 24 Feb 2001   For week ended May 28, 2000
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News about Mormons, Mormonism,
and the LDS Church
Sent on Mormon-News: 06Jun00

Summarized by Kent Larsen

Prominent LDS Ad Exec To Join New E-Venture
(Bronner seeks shop for e-venture)
Advertising Age pg1 28May00 B2
By Laura Petrecca, Amanda Beeler
Relationship marketing company plans $30 mil branding campaign

NEW YORK, NEW YORK -- LDS Church member and prominent New York advertising executive Gordon Bowen is involved in a new venture meant to build relationships with consumers for packaged goods companies. According to Advertising Age's sources, the company, Upromise, will build a 'higher education rewards program,' allowing consumers to accumulate financial rewards for purchases that could then be applied to a child's education.

Upromise will reportedly launch in the fall with a $20 million to $30 million branding campaign. The founders, including Bowen and Digitas founder Michael Bronner, are now selecting an agency for the campaign.

Bowen is known on Madison Avenue as the creative brains at Ogilvy &Mather behind the "Portraits" print campaign used by American Express in the late 1980s. The campaign is best known among consumers by its tag line, "Membership has its privileges." Bowen has also held high-level creative positions at agencies Young &Rubicam and McCann-Erickson Worldwide.

Recently, Bowen did consulting work for Bronner at Digitas on its American Express account. Bronner became chairman emeritus of Digitas in December and his involvement is limited to a seat on the company's board.


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