LevLane to represent Philadelphia Technology Park

Philadelphia Business Journal: Philadelphia Technology Park has hired a Philadelphia advertising agency to do public relations.

LevLane, a Center City agency, will also handle media relations and “reputation management,” the two parties said Monday.

Philadelphia Technology Park, which opened in September at the Philadelphia Navy Yard, is in the business of data backup for corporations in the region. Its mission is to “meet the extreme power, cooling and bandwidth demands of the latest high-density IT infrastructures.”

LevLane, a full-service marketing communications agency, has offices in Center City and West Palm, Fla. Clients include KFC/Taco Bell, Beneficial Bank, ALI-ABA, Fairmount Park Conservancy, WXPN, Philadelphia Corp. for Aging, Reliance Standard Life Insurance, Wesley Enhanced Living, Kennedy Health System, Center City District and the Philadelphia Streets Department and its Recycling Office.

Read more: LevLane to represent Philadelphia Technology Park | Philadelphia Business Journal

Accounts and People of Note in the Ad Industry

New York Times Online: KFC Houston Advertising Co-op chose LevLane, Philadelphia, as its advertising agency of record. The assignment, with spending estimated at $2.5 million, had been handled by J&A Integrated Thinking, Brentwood, Tenn. LevLane also handles the accounts of seven other KFC regional co-ops.

http://www.nytimes.com/2010/11/29/business/media/29adnewsletter3.html?_r=2&nl=business&emc=atb1

News From the Advertising Industry

New York Times Online: Philadelphia Financial selected LevLane, Philadelphia, as its first agency of record for advertising and public relations after becoming independent from its former parent, the Phoenix Companies. Spending was estimated at less than $1 million.

http://www.nytimes.com/2010/11/08/business/media/08addes.html

People in the News

LevLane promoted Josh Lev from account manager to senior account manager, on the agency’s Kennedy Health System and Philadelphia Center City District accounts, and also working on new business. Josh joined LevLane in 2003. Also promoted was Jake Hancock from account manager to senior account manager, handling strategic planning for Beneficial Bank, Fairmount Park Conservancy, and Support Center for Child Advocates, among other accounts.

Fairmount Park Conservancy On Nightly News

For our Fairmount Park Conservancy client, we bought the feel-good Huntington Park story to the attention of the nation with a feature segment on NBC Nightly New. Viewership topped 8 million!

Thinking Green: Poetic Cleanup

The City of Philadelphia Recycling Office’s largest-ever anti-litter campaign consists solely of the spoken word compositions and performances of five Philly street poets, each accompanied by either congas, acoustic bass, or saxophone. The campaign is the work of advertising agency LevLane, and is part of a city-wide neighborhood improvement initiative by Mayor Michael Nutter. The poetry performances were chosen for power, not prettiness. The campaign’s ad media executions of television ads and transit posters. It also includes street poetry events, Facebook and Twitter presences, signage-designated “Litter Free School Zones,” and block-by-block community mobilization drives. Credits include CCO Bruce Lev, CD Deb Racano, Executrive AD Lori Miller, Copywriter Jerry Selber, Print Production Anna Taylor.

Accounts and People of Note in the Ad Industry

New York Times Online: Atlanta KFC Advertising Co-op chose LevLane, Philadelphia, as its first agency of record. The budget for 2011 was estimagted at $2.5 million. LevLane handles six other KFC regional co-op accounts in markets like Florida, Pennsylvania and Vermont.

http://www.nytimes.com/2010/09/27/business/media/27adnewsletter3.html?_r=2&nl=business&emc=atb1

People On The Move: NonProfit

The National Wildlife Foundation, an environmental nonprofit, appointed David Lane as its Pennsylvania delegate to the NWF’s annual affiliate council. Lane is the president and co-founder of Philadelphia-based advertising agency LevLane.

At Your Disposal

April 26, 2010
By Amanda Smith-Teutsch
City of Philadelphia uses street poets to convey anti-littering campaign

Instead of preaching on the wickedness of littering, leaders in the city of Philadelphia think they´ve hit on a new way to get people to think twice about tossing cigarette butts and soda bottles out the car window.

“Our challenge was to raise awareness of the city´s litter problem at the street level to effect change,” said Scott Tattar, of LevLane, the advertising firm conducting the anti-littering campaign for the city.

The campaign´s organizers started with a series of focus groups to see what kind of message would be best received by city residents, Tattar said.

“What we gleaned from that focus group is that people don´t want to be dictated to,” he said. “They wanted to be spoken to by their peers. They ¼didn´t want ´Big Government´ pointing the finger at them saying, ´You better not litter.´ ”

What resulted was the “Un Litter Us” campaign, which takes the spoken-word compositions of five Philadelphia street poets, accompanied by congas, acoustic bass or saxophone.

The artists — Denice Frohman, Gregory Corbin, Steve Annan, Whitney Peyton and Carlo Campbell — currently have radio spots and 30- and 60-second videos on YouTube, which also appear on Philadelphia television.

“The city has a heartbeat,” says Corbin in the first video on the YouTube channel. “With broken glass, cigarette butts, plastic wrappers clogging its arteries. The city has a heartbeat, with smokestack lungs, trash dancing on its tongue. The city has a heartbeat, and it´s waiting for you to provide hope, to become change, to become litter free. The city has a heartbeat, and it´s waiting for you to come clean.”

The five artists featured in the campaign were among 100 street poets who auditioned for the agency and were chosen for their sentiments and performances.

The campaign, which also includes transit posters, was the idea of Mayor Michael Nutter and his citywide neighborhood improvement initiatives, Tattar said.

The campaign also will include street poetry events, Facebook and Twitter presences, “Litter Free School Zones,” and block-by-block community mobilization drives.

“It has had a phenomenal reception in every corner of the city,” Tattar said. “The hip-hop community, the artists community, to the actual residents.”

Tattar said he credits the public announcements with increasing participation in the city´s spring cleanup program, nearly doubling participation from 120 to 234 neighborhood projects.

The appeal, he said, is the approach.

“Most public, government campaigns make the mistake of being preachy,” Tattar said. “This avoids that in every way. It´s real people speaking real words, and it eliminates the preachy potential.”

Philadelphia-based LevLane is a marketing communications agency whose clients include regional KFC/Taco Bell, Beneficial Bank, The Philadelphia Center City District and Reliance Standard Life Insurance.

To view the videos, visit www.youtube.com/user/unlitterusphilly.

Contact Waste & Recycling News reporter Amanda Smith-Teutsch at 330-865-6166 or asmith-teutsch@crain.com