Tech

Seymour
Duncan


Alvarez
Guitars


More
Music


Annual
Report


White
Paper


S.B. Zoo

Nordic
Knives


Brooks
Institute


Sports

Other

BBDO

Early work

Music Industry

Triad Speakers

Kubiki Guitars

Tangent Audio Mixers

Seymour Duncan
Guitar Pickups

Alvarez Guitars

Tangent Audio Mixers

Tangent made a darned good mixer and they were arrogant about it. Their advertising showed a photo of this menacing guy in mirror sunglasses, and reflected in the glasses was some kind of electronic equipment, and the headline said WHEN YOU'RE READY. Full page ads in music magazines. Plus all kinds of collateral stuff using the same photo and headline.

When sales failed to rise, the company put a lot of money into media buys--and nothing happened.

That's when I came into the picture. I pointed out that their ads said nothing, claimed nothing, presented no information. I studied their product, talked to distributors who told me it was really good and told me why it was good. Their audio mixers had the lowest noise in the industry.

I wrote an ad around this fact, and asked the art director to show one of the mixers surrounded by sound-deadening material.

And Tangent's phone started ringing.


Tangent text