Goodwick Associates Ad

Wins Top Award

A business-to-business advertisement, created for Sealed Air Corporation by Newtown-based Goodwick Associates, has been selected one of the most significant ads of the 20th century by readers of Industrial Equipment News.

The full-page color ad was chosen by the readers of Industrial Equipment News, a trade magazine with a circulation in excess of 200,000, from among nine finalists showcased in the magazine’s December 1999 issue. Readers were asked to vote on the ads, some of which were originally published in the 1950s.

Sealed Air’s winning ad – “This is Waste… This is Waste Management” – was one of the top three vote-getters, according to the magazine. The ad, which first appeared in 1993, compared the advantages of the company’s compact Instapak® foam-in-place packaging systems versus old-fashioned, messy and bulky packing materials.

According to Bill Gray, Sealed Air’s Vice President of Marketing, “When we asked Goodwick to develop this advertisement, the key issue facing packaging manufacturers at that time was its effect on the environment. After reviewing the concept, we were surprised at how this advertisement was able to  provide solutions on many different levels to a varied audience.”

Sealed Air, based in Danbury, with annual corporate sales of some $2+ billion, has been served by Goodwick Associates since 1991. The firm’s advertising has previously gained industry recognition and high readership scores. One of its half-page ads  was named “best read” in the June 1997 issue of Materials Handling Engineering magazine.

Goodwick Associates recently joined forces with Liazon Marketing to establish The Leverage Marketing Group.