» Client: Fairfax County Economic Development Authority
» Job: Create an advertising campaign that will showcase Fairfax County as an economic engine of the Washington region and attract new companies — particularly ones from the West Coast — to expand or relocate to Fairfax.
» Agency: Siddall Inc. in Tysons and Richmond
» Theme: The Power of Ideas
» The concept: Position Fairfax County as a community with a highly educated, creatively minded employment base who will provide fresh ideas and help move your company to the next level. A series of print ads features a businessman in various casual settings — a coffee shop, his backyard — and dozens of people around him all raising their hands with the text “Companies in Fairfax County, Va. received nearly $11.5 billion in 2004 federal contracts. Those dollars bolstered a business community that includes $4,900 technology firms. When your peers are this well-funded and entrepreneurial, the answers are always within reach.”
» The plan: The campaign launched in late May with advertisements in regional editions of national business publications in Silicon Valley. The ads will appear in San Diego in June and then roll out from Boston through Washington. The campaign is scheduled to run for one to two years.
» Creative Team: Shari Hindman (Executive Creative Director), Matt Klug (Senior Art Director), Laurie Thompson (Media Director), Roberta McDonnell (Production Director), Mary Ann Davies (Account Service Supervisor), JoAnn Chang (Project Coordinator)
» Ages: 29 to 49
» Background: Chairman and CEO John Siddall founded the agency in 1975 after working at several high-profile agencies in New York. Fairfax County Economic Development Authority has been a client since 1978. Clients have included Freddie Mac, Virginia Tourism and the Walt Disney Co.
» Working on next: America’s 400th Anniversary Weekend, an international celebration of the founding of Jamestown in 1607.
