Page 164 - Visual Marketing
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66. Who Is Keith Beith? Capitalizing on a Unique Name
and Interjecting Friendliness to Differentiate a Business
How often do you get
to play with a client
name that rhymes?”
asks Billy Joe Pyle, creative
director of Mint Advertising in
Philadelphia. Believe it or not,
Keith Beith is not a character
from a Dr. Seuss book. He’s a
real person and willing partici-
pant in a campaign that gen-
erated more than $14 million
in a new mortgage loans for
Proponent Federal Credit
Union.
143 V I S UA L M A RK ETIN G
