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Cues For Cards - Harrah’s Entertainment Ad Campaigns
Brandweek, Jan. 15, 2001, by Mike Beirne
“‘We're taking icons that we know trigger these experiences and move into what it is about being in the environment that makes [patrons] feel alive with their hearts racing and their pulse running,' said [TLP’s Maggie] Nation. ‘It’s all about driving folks to Harrah's, and this campaign tells them why they should go.’ The ‘triggers’ were gleaned from focus groups moderated by Dwight Jewson's Strategic Frameworking, Vashon, WA., and started shortly after TLP won the account without review in August.”
National Party Pumps Money to First Lady
The New York Times on the Web, August 10, 2000, by Clifford J. Levy
“The state party spent an additional $43,500 to conduct focus groups on voters’ views of Mrs. Clinton, hiring a firm in Washington State, Strategic Frameworking, that has also done extensive work for clients in the consumer products industry.”
The 2000 David Ogilvy Research Awards Finalist
Cheese, Please! Kraft Singles talks to moms about kids and calcium.
American Demographics, March 2000
“First, Kraft had to figure out what women, particularly mothers, felt about Kraft Singles. It sent out a group of ethnographers from Strategic Frameworking to talk to women aged 25 to 64 in their homes while they were making sandwiches (the ultimate cheese-slice moment). Moms told researchers that they were very aware of what their kids liked and what they thought was icky.”
Hijacking the Confection Market
Confectioner Means Business, July/August 1999, by John P. Abbott
“ ‘I was genuinely surprised at the degree to which this category is being hijacked by others [categories],’ says president Dwight Jewson. ... Jewson’s presentation struck a nerve. ‘We had people tell us it was the best session they had ever seen at the [All Candy] Expo,’ [Jim] Corcoran [NCA’s director of trade relations] says. ‘The information was extremely well-received, and we had a huge request for taped copies of the session. Over the next few months, we plan to share this information with NCA members in order to help them improve their product offerings in the confectionery category.’”
Breaking Away: Upcountry Consultant
Forbes ASAP, October 10, 1994, by Andrew Feinberg
“His [Dwight Jewson’s] three major goals are to determine the identity of the category’s heavy users, to define what the category is all about and to discover (or establish) a trademark’s brand equity. ‘Our goal is to understand what the three points of that triangle are. If we do, that allows us to determine how a given brand can absolutely dominate its category,’ [says Jewson.] Examples: Working with Frito-Lay, Jewson helped establish Doritos as a brand standing for irreverence. In 1979, he helped General Foods create and position the Crystal Light soft drink. ‘The theme of the campaign — “I believe in Crystal Light because I believe in me” — emphasized the physical and emotional benefits of diet, and did so in a very positive way,’ Jewson says.”
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