The Newsletter That Gets Published Whenever We Get Around To It.

Jeffrey Buntin, Jr.

elcome to the second of two 2011 Buntin Group

POVs. It’s good to have you with us! Amid this time of continued

economic instability, we’re pleased to share some highlights of

what we’ve been achieving alongside our client partners – as well

as a look into what happens when we let our ever-graying and

sometimes wig-adorned hair down for the annual Buntin “Olimpics.”

And if printed newsletters aren’t your thing (we still have a warm

place in our hearts for them), you can certainly find our latest

news @ buntingroup.com, @ facebook.com/BuntinGroup,

@ flickr.com/photos/TheBuntinGroup, @TheBuntinGroup.

Enjoy the read and, if we can be of assistance to you in any way,

please don’t hesitate to give us a call.

Tennessee’s largesT agency and among The Top 35 u.s. independenTs having

fun, doing good work and – along The way – Trying

To make a fair reTurn for our clienTs and ourselves.

W

More at www.buntingroup.com/news

honoring a Truly honorable man.

gaylord plans for something greater.

rBc and luke donald lead the golfing world.

proud to lend a hand.Commemorating his 40+ years in the ad business – all with

The Buntin Group – the first scholarship named for the man

affectionately known as “Employee 001” was awarded

this summer. The William “Bill” Holley Scholarship for the

Commercial Arts will now help Stephanie Graves, a student at

The Art Institute of Tennessee, follow Bill’s footsteps into the

advertising world. Funding the scholarship was a fitting way for

the agency to honor Bill – who served as a mentor to many

a young, aspiring art director – upon his retirement last year.

The Buntin Group recently teamed with Gaylord to unveil

a comprehensive brand positioning already inspiring new

conversations about what it means to be good, what it

means to be great and, most importantly, what it means

to be Gaylord. The “Something Greater, Something

Gaylord” platform is designed to inform and guide the

individual marketing needs of each Gaylord constituent

in a manner appropriate for each. It also defines the

future of the organization as a whole: to be the best

it can be and in doing so, the best in the industry.

For over a decade, The Buntin Group has been a willing

Hands On Nashville volunteer. This year, they asked us to

commit at a slightly higher level. When we accepted, we

were promptly assigned the duty of designing a

commemorative book for the Nashville Flood of 2010.

The result is a telling tribute to the volunteer spirit that

overflowed in the weeks and months after the tragedy. Take

My Hand: How Nashville United in the Wake of the 2010

Flood. Get your hands on one at hon.org and amazon.com.

Cheers to Team RBC golfer

Luke Donald! In June, he

ascended to the top of the

golf world, becoming the

#1 ranked professional golfer.

His capabilities on the course

– along with his integrity and

demeanor off of it – have

made Luke a consistent

fan favorite. He is the perfect

complement to our client, the Royal Bank of Canada, and we

can think of no better “advertisement” for the quality and integrity

of RBC than Luke. We’re proud to be on his bag (and sleeve)!

For the better part of seven decades, the Chinet

brand had been instantly – and solely – recognized by

the strong, white paper plate that carried the weight

of millions of barbecues, buffets and holiday dinners.

And the resulting brand heritage defined by a plateful of

admirable characteristics – dependability, trust, quality

and performance, just to name a few. In and of itself, that

business proposition was a successful, albeit limited, one.

Find Chinet on retail shelves today, however, and

your encounter is decidedly different. One marked by

an expanded portfolio of dynamic, innovative products

designed to expand the brand’s appeal. This new

reality sets the table for a re-energized run at success

in the disposable tableware category.

“The strategic opportunity for Chinet is to leverage

a heritage rich in positive brand attributes, and

expand its relevance to a broader set of consumers,”

commented Executive Creative Director Matt Horton.

“That’s the key to growth for this brand. And the

expansion to their product line makes it all the more

attainable.”

The line that a mere 10 years ago was limited to

the original Classic White plate, and a few variations

on it, now includes COLORS by Chinet, a new take

on their classic plate with color and design; Chinet

Cut Crystal, a clear plastic plate and cup that are high

on style and best-suited for high-end occasions like

weddings or baby showers; Chinet Comfort Cup, an

insulated hot and cold cup with a lid that is perfect for

the morning commute; and a line of complementary

products like napkins, tablecovers and guest towels.

“Our vision is to have Chinet in every pantry, on

every countertop, in North America,” remarked Paul

Huckins, Vice President of Retail for Chinet parent

company Huhtamaki, Inc. “We have the manufacturing

capabilities; we have the brand; we have the

commitment. It’s time to turn this vision into reality.”

Over the next year, the re-ignited partnership

between Chinet and Buntin will focus on carefully

building the brand to put it in the best position to win

the battle at retail. And to celebrate the continued

success? “We’ll have a big barbecue, of course,”

answered Matt. “With everything served on Chinet.”

“Our vision is to have Chinet in every pantry, on every

countertop, in North America,” remarked paul huckins, vice president of retail for chinet

parent company huhtamaki, inc.

and a single store on Interstate 40

west of Lebanon, Tennessee, to

600 Cracker Barrel Old Country

Stores in 42 states. It’s a journey that’s seen a company be successful in one of the

most daunting environments there is – America’s interstate system. A journey that

has been consistent in brand and values.

It’s a journey that’s also honored the outdoor medium. Because where Cracker

Barrel went, so went outdoor. Each store with its own strategy, own precise board

placement, own creative way of saying, “Here, you’re always welcome.”

“Congratulations to Cracker Barrel. Year after

year, their work has just been phenomenal.

It’s just one of those things that no matter

where you are on a long road trip, you see

that message and it’s gonna drive you to a

place that just brings you comfort.”

Norm Chait, OBIE Award Show judge.

And just as Cracker Barrel has been resolute about

their values, they also have been resolute in their use of

outdoor. A deep understanding of how the medium can

build brands. Put a smile on a traveler’s face. Help propel

a company from Lebanon, Tennessee, into the hearts and

minds of millions of Americans.

Recently, Cracker Barrel was honored with the OBIE Hall

of Fame Award. A distinction offered to a company that has

deep and unwavering belief in the power of the good board

and a good message to delight the emotions of passersby.

At The Buntin Group, we are proud of all that our friends at

Cracker Barrel have accomplished. Proud that we have driven

the roads, selected the boards, helped build the voice and man-

aged a program that could gain such recognition.

But much like Cracker Barrel, we don’t bask in the glory of

this award. Instead, we continue our work telling the story of

timeless country values, wherever that story – and road – may

take us. Congratulations, Cracker Barrel. Well served.

“The biggest crime that I see in marketing is

people give up on their brands too quickly

and do different things. They don’t stay

consistent for years, let alone decades, so…

I think that’s really important and why they’re

in the Hall of Fame.”

Tracy Wong, OBIE Award Show judge.

Ask any lottery player what it takes to

win the big one, and “luck” will be part, if not all,

of the response.

But it takes more than luck to be successful

in the Lottery business. Especially if, like the

Tennessee Education Lottery Corporation,

you’re breaking sales and profit records

year after year.

In spite of a sluggish economy, the

Tennessee Lottery recently announced another

record year, having achieved $1.19 billion in

total sales and returned $293.5 million to

education programs in the state. Since its

incept ion in 2004, the organizat ion has

returned more than $2 billion to education on $7.8 billion in sales.

“There’s no one with better vision and business instincts running

a lottery than TELC President and CEO Rebecca Hargrove. And

she’s built a reputation for delivering that’s as good as

it gets,” remarked chairman Jeffrey Buntin. Indeed,

Ms. Hargrove and her team have found the right

formula for moving lottery tickets en masse.

One that involves best-in class infrastructure,

systems, technology, f inancial management,

analytics, product development, and, last but not

least, savvy marketing.

“As a partner to the Lottery for the last three

years, our team takes great pride in being a

contributor to the tremendous success,” remarked

Jeffrey. “It’s an honor to put our talents to work

helping maximize ticket sales and the positive

goodwill of the Lottery in Tennessee. We are just a

small part of what they do so well as a team.”

And ask anyone involved what the real measure

of success is, and they’ll tell you it’s the number of

students receiving scholarship and grant assistance

across the state. That number eclipsed 100,000 in the last year

alone. “Our strategies to maximize dollars for education continue to

pay off for the students and families of Tennessee,” said Rebecca

Hargrove of the Tennessee Lottery Corporation.

Clear ly, i t ’s more than the players who are winning big.

Congratulations, Rebecca and all those at the “TELC” for your

winning ways!

What was born as an idea for a fun agency month-end party has evolved into an annual competition that has taken

on a life of its own. One where people who are working closely together on big ideas one day become mortal

enemies the next. Says Raquel Bueno, EVP, Director of Media Buying and leader of Team Media (winners of the

2009 Olimpics), “I love my co-workers in other departments and really enjoy the work we do together. But when

the Olimpics roll around, I want nothing more than to beat them like a drum.” They say a little healthy competition is

good for an office. Some are not so sure. “What I find really interesting,” says John Carney, official event organizer

for the past three years, “are the transformations. People who are typically mild-mannered, polite and totally respectful

around the office turn into something completely different once the competition begins. I find myself actually having to

remind people that it’s all just for fun.” So what’s it do for morale? “I can’t speak to how it affects morale when your

team loses, because we rarely do,” responds Howard Greiner, President and COO of Buntin Out-of-Home Media,

winners of the 2011 competition and of many in the past. “You’d have to ask Raquel Bueno about that. But I can tell

you when your team wins, it is a wonderfully unifying thing.” One thing it definitely is – a spectacle. From the uniforms

and opening ceremonies right down to the carefully orchestrated events and the medals (spray-painted washers,

actually), the Olimpics is a sight to see. And is seen, unintentionally, by many. “Sometimes I wonder what neighboring

businesses and passersby must think when they see this competition going on in our parking lot,” ponders

Jeffrey Buntin, Jr. “I’m sure they think we’re crazy.” They’d be right.

we would love to hear from you.

Contact us at results@buntingroup.com or 615-244-5720

To view this issue electronically, go to buntingroup.com/summer11pov

or find it at facebook.com/buntingroup