SOLOMON FRIEDMAN page 99
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Solomon Friedman's non-prof-
it work includes being the agency
for The Parade Company (the De-
troit Thanksgiving Day Parade
and the Intefnational Freedom
Festival Celebration); the Great
Lakes Chamber Music Festival,
which runs from June 7-21; and
for Temple Beth El. "We were the
agency for Sinai Hospital. We
were so successful, we helped get
them sold," deadpanned Mr.
Friedman.
Chato Hill, a legend in Detroit
advertising circles and former
creative director at W. B. Don-
er, has since January 1995 filled
that role at Solomon Friedman.
In addition, like so many others
in the Detroit advertising com-
munity, Mr. Friedman came up
through Doner.
But it is the agency's highly in-
novative creative work that has
led some of their peers in the in-
dustry to dub Solomon Friedman
"The New Doner." It is a tribute
to the professionalism of both
agencies.
Both Mr. Hill and Mr. Fried-
man were taught the same max-
im by Brad Doner: "It ain't
creative unless it sells."
'We don't forget that," said Mr.
Friedman, "but too many agen-
cies everywhere do."
What role does the Internet
play at Solomon Friedman?
`The Web will ultimately be the
same as e-mail, a part of everyday
life," said Mr. Friedman. "But it's
not there now. It's too difficult to
navigate the Net. You don't have
the time to get through it.
"Everyone wants a site, but
who's hitting the site? And for
what reason? Are they doing it out
of curiosity? How is that going to
manifest in sales?
"I think it's a wonderful tool. It
should be a part of every mar-
keter's program. But he needs to
understand its limitations today.
And further understand that
when it is going to be valuable is
tomorrow. That may be a week, a
month, a year, or five years. But
it is going to be integral to every
marketing and communications
plan.
"I now sell Web sites. We de-
velop them, we design them, and
we implement them. But I
wouldn't focus my client's adver-
tising budgets exclusively on the
Internet. I think it's complemen-
tary at this point, and depending
upon the sophistication of the
client, may have greater applica-
tions. But for many clients, it
doesn't have any applications —
yet.
"I think we, as agencies, have
to be adoptive in taking advan-
tage of all the technologies, and
then integrating them into our
strategy, but meanwhile recog-
nizing their strengths and limi-
tations," he said.
What else is on the horizon?
`The impact of satellite is under-
perceived for what it is going to
do," said Mr. Friedman. 'With Bill
Gates' purchase of Web TV, 1-16m
perceives at some point that TV
will be the access point to the Net.
"Satellite has fractionalized the
audience. It's changed the way you
have to look at broadcast media.
But its just another element that
we as marketers have to under-
stand and utilize. I think the im-
pact of satellite is going to be
dramatic.
"You don't get local signals on
the satellite, so what happens?
Obviously you're still going to get
some cable or some access to lo-
cal," he said.
"Another major trend that I see
is the growth of the suburban pa-
pers. We've seen it in Detroit. We
see it in the publication that's do-
ing this story. These are special-
ized areas, and that's perhaps the
marketer's dream," Mr. Friedman --\
said.
"Satellites direct messages to
those who are interested in re-
ceiving them. The net is available
for those who are interested. Ra-
dio stations are programmed to a
certain segment. Print is seg-
mented. We're dealing with an in-
creasingly complex segmentation
of audience, of lifestyle, and me-
dia will correspond to that.
"We're a nation that, when
we're challenged, we respond, and
things get better. The guy who
wins in all this is the consumer.
And that's the strength of Amer-
ican entrepreneurism."
Mr. Friedman grew up in
South Orange, N.J. When he was
10, he moved to this area. He is
the adopted son of the late W.B.
Doner. ❑
Jam
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Stone, ugus , t Baker & Co.
Main office: Troy
James August, president
Ron Stone, chairman of the board
Billings: $39 million
Number of employees: 44
Sampling of major accounts:
Weight Watchers Group; Well- `---\
ness Plan; Frank's; Valenite, Inc;
Cooper Automotive; Mexican In-
dustries