JUNE, 1966
COPY — An advertisement for Piedmont gets started
in the typewriter of an LNBL copywriter. After the
idea for the ad is discussed with an art director, the
copy is written. The copy then is carefully checked
by a senior member of the agency Creative Depart
ment and then by the agency account executive on
the Piedmont account.
ACCOUNT MANAGEMENT — These two men along
with John Ottley, who recently retired, have for years
been responsible for the management and servicing
of the Piedmont account at Liller Neal Battle & Lind
sey. They are, from left, Dick Hodges, vice president
and account executive, and Bill Neal, agency presi
dent. The account servicing group handles planning
and client contact, represents client needs to the
Creative and Production departments and, in turn, is
responsible to Piedmont. The account servicing group
also works closely with the Media and Research
departments in developing advertising media recom
mendations. In every phase of Piedmont's advertising
program, the agency works closely with W. G. Mc
Gee, assistant vice president—sales.
CREATIVE COPY — Helen Gordon, LNBL Creative
Director and a native of Winston-Salem, copy writer
Annette Alexander, Associate Creative Director Paul
Darcy Boles, and Cliff Freeman, account service, go
over an idea for a Piedmont ad.
ART AND PRODUCTION — Baron Roberts, seated,
agency vice president and art director, discusses a
Piedmont layout with Sam Longino, vice president
and Production manager, Ronnie Crowe of the Pro
duction staff, and Joe Novak of the LNBL art staff.
THE PI
MONITOR
PAGE THREE
Unique ""Employee""-Piedmont's Advertising Agency
Piedmont Airlines has an “employee”, actually an entire or
ganization, whose efforts are directly channeled towards the
building and maintenance of the Company’s image (see editorial
on page two).
Our special “employee” is our advertising agency, Liller, Neal,
Battle, and Lindsey of Atlanta, most frequently referred to as
LNBL. LNBL is actually 89 individuals who create and produce
campaigns to advertise the manj"- services and varied highlights
of Piedmont Airlines.
LNBL provides top-notch talent to meet the advertising needs
of the Company. The theme of Piedmont’s 1966 campaign which
you have seen cropping up in the pages of yoiu- newspaper, which
is one of 126 papers both on and off the system carrying our ads
this season, and heard over one of the 178 radio stations through
out Piedmontland, proclaims the “Route of the Pacemakers” as
the common link between the 69 cities in Piedmont’s nine state
area.
Ad Placement
This present campaign that LNBL has produced for Pied
mont utilizes trade agreement as well as a paid program and is
also being carried by 21 television stations and in nearly 70 busi
ness and specialized publications such as college and military
newspapers. Piedmont has outdoor advertising scheduled in 24
markets, adhibiting some 110 billboards during a twelve-month
period.
It is next to impossible to calculate the number of hours that
go into creating an idea for an ad. The further time it requires
to produce one ad in any given campaign is just as immeasurable.
LNBL policy entails a firm belief that research is a vital adjunct
to marketing. Any good idea deserves good production, says
LNBL. Their experienced production personnel maintain the
strictest supervision over every job, small and large, in a con
stant striving to upgrade quality. The aims of LNBL’s depart
ments sound almost like what might be said about accounting or
maintenance or any department of Piedmont Aviation, Inc.
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LAYOUT — After the idea and copy are approved,
the art director takes over. He lays out an ad, taking
into consideration the heading, copy, visual (photo
or art) idea, signature, etc. The finished layout and
copy, after being approved by the Account Execu
tive, are then sent to Piedmont for approval or re
vision.
LNBL’s Reward
In measuring their own creative philosophy LNBL employs
the same rule the businessman uses — the rule of sales results.
Although LNBL has won many awards for their advertisements
and commercials, all of their creative people feel that their
greatest reward is seeing clients’ sales go up.
Prom the looks of traffic figures for the first six months of
this year, LNBL has been doing a bang-up job for Piedmont. As
of mid-June the company’s load factor is a whopping 64 percent.
Just as much as the 1800 other personnel of Piedmont, our “em
ployee,” LNBL, is helping to make Piedmon’t 26th year the
best yet.
Unlike the majority of the 1800 individual employees of Pied
mont, LNBL works for other companies as well, though they say
Piedmont is one of their favorites. Some of the other employers
of LNBL are Carling Brewing Company, Borden’s Dairy, Frito-
Lay, Inc., and Sophie Mae Candy Co.
LNBL has been a PAI “employee” since 1953.
They’ve never received a service pin.
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FINISHED AD — The plate of the Piedmont ad is sent
to the publication for printing or used as the basis
for a matrix, or "mat", which the publication can also
use. When the plate is inked, a proof, like the one
shown here, can be produced. The proof is also
checked by the Production Department, the Account
Executive, and the Creative Group before the plate
is released for publication.
MEDIA AND RESEARCH — Gathering information
helpful in deciding where Piedmont should advertise
most effectively and efficiently, then placing these
orders with the selected and approved media organi
zations is the job of Miss Marilyn Fudge, of LNBL's
Research staff, Mrs. Mary Jean Meadows, Space and
Time Buyer for Piedmont, Mrs. Pamela Steward,
Media Director, and Miss Pat Garner, of the Media
Department staff.
BOOKKEEPING AND BILLING - Oscar Lewis, agency
secretary-treasurer, and George Douglas, his assistant,
head the staff responsible for checking to be sure
Piedmont advertising is carried, paying the media
that carry Piedmont advertising, then providing cen
tral billing to Piedmont. Working on the Piedmont
account in LNBL'S Bookkeeping Department are Mrs.
Pat Gaeser, seated, and Mrs. Jean Carson.