Leverage Wins Award

For Ad That Never Ran

The Leverage MarCom Group, a Newtown-based advertising, promotions, and marketing communications firm, was honored by the Business Marketing Association for creative skill on a proposed US campaign for Coleman’s Mustard.

The campaign for the popular English brand of mustard owned by UK-based Unilever, netted Leverage a 2003 Pro-Comm Award of Excellence under the category, “The Client Didn’t Buy It.”

A panel of eight judges selected the Leverage promotion as tops for its “visual impact, product identity, selling proposition, and effectiveness of overall effort.” Mike Casale, president of Leverage, said Unilever eventually decided to use a London-based agency for its advertising campaign.