“Draft:Joseph Jacobs Advertising”的意思、由来-开放百科全书

Joseph Jacobs Advertising is a US media buying and advertising company working in digital, social and print platforms, specializing in the Jewish and kosher market.

Joseph Jacobs Advertising is a 100-year-old media and advertising agency specializing in the Jewish and kosher market. Currently located in Teaneck, NJ, the firm was founded by Joe Jacobs in 1919 on NYC’s Lower East Side. Initially selling advertising space for the The Daily Jewish Forward, Jacobs left the newspaper and founded Joseph Jacobs Organization, Inc., a media buying company, for Jewish publications. Later, the firm moved past simply selling ad space to creating and managing Jewish targeted ad and marketing campaigns for companies such as General Foods, ^[1], Colgate-Palmolive, Proctor & Gamble ^[2] and Crisco.

JJA has been at the forefront of niche marketing being one of the first advertising agencies to specialize in targeting a specific ethnic or cultural group. Clients include mass-market brands/companies that seek the Jewish consumer, such as Maxwell House Coffee, Sanofi Genzyme, Breakstone’s, Tropicana, ShopRite as well as Jewish brands and organizations including, Manischewitz, Empire Kosher and Yeshiva University.

The firm’s ‘claim to fame’ is its long-standing relationship with Maxwell House Coffee which began in 1923 when the Cheek Neal Coffee Company introduced Maxwell House coffee to the New York region. Joe worked with the company to promote the product to Jews at Passover. ^[3] In 1932, the company created the, now famous, Maxwell House Haggadah to promote the Maxwell House brand while further legitimizing the use of coffee as “kosher,” or, acceptable for use, during the Passover holiday.

Aside from creative campaigns Joseph Jacobs is specialist in Jewish media planning and buying in the print, digital and social space.

After Joe’s death in 1967, Richard “Dick” Jacobs, Joe’s son, ran the firm as its chairman/ceo with David Koch as its president. The duo grew the business from the 70s through the early 2000s. Clients included airlines, cruise lines, tobacco companies and many food brands. Dick retired in 2003 when Elie Rosenfeld purchased the company he had been with since 1996. David Koch stayed with the agency, directing its creative department, until his death in December 2012.

References

1. ^ https://www.nytimes.com/2011/04/12/business/media/11adnewsletter1.html
2. ^http://www.capradio.org/news/npr/story?storyid=671960901&fbclid=IwAR2NHl7TYujA5U8U2xQD0WIOvDwSgBK4LgWyCIJjoVqQOyHL4pSc0wm4Xcs
3. ^ https://www.cnbc.com/2019/02/24/kraft-heinz-reviews-options-for-maxwell-house-coffee-including-sale.html