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His agency represents three
large furniture retailers around
- the country: Art Van, the largest
furniture company in Michigan
and seventh largest nationally;
Harlem Furniture, which also is
in the top 50 and is the largest
chain in Chicago; and Kane's Fur-
niture, the largest chain on the
west coast of Florida.
The furniture business — like
all retail outlets — requires ad-
vertising copy and collateral ma-
terial that gives customers a
reason to buy. Part of the agency's
strategy is a 12-month calendar
with 120 suggested events. "But
you need more than just an
event," said Mr. Yaffe. "You must
strategize to give the consumer a
reason to react, and then deliver
that promise to the consumer."
The Yaffe agency creates every-
• thing the client needs to bring off
• the event successfully. The Yaffe
agency's home furnishings de-
partment focuses solely on the
needs of the three retail furniture
chains.
Furniture events can range
from a nine-hour sale to a week-
long leather promotion, and the
agency creates everything from
the advertising to the point-of-pur-
\ chase materials: banners, signs,
/– even tags that hang on the sale
items.
With agency billings at one
point well over the $100 million
mark, Adweek magazine named
Yaffe & Co. "the hottest agency in
the Midwest" in 1994. The fol-
lowing year, the agency made
Inc.'s list of the 500 fastest-grow-
ing companies.
•
But then luck changed for the
• Yaffe agency when "we had a cou-
ple of situations in the last couple
of years where we lost $30 million
worth of business, not because we
were not good people, but because
Rite-Aid acquired our client,
Perry Drugs.
"At a stockholders meeting,
Jack Robinson, the chairman of
Perry at that time, stood up and
• /– singled us out for having led their
turnaround. And we did such a
good job that they got acquired.
At the time, Rite-Aid asked us to
be part of a group that was bid-
ding for their business and we
couldn't, because we represented
Phar-Mor. So that was a $15 mil-
lion account going away.
"And we also represented a ma-
jor supermarket chain in Arizona
/= named Smitty's, which got ac-
' quired by Smiths. So we used to
joke for a while that if you want
to get acquired, hire us," said Mr.
Yaffe.
"We were over $100 million one
year, and are settling down now
in the $70-$100 million area.
Some years are higher, some are
lower, but it is always good for the
\ client.
"And my concept is that you're
in business to run a business. We
want our clients to make money,
and we want to make money."

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ROYAL OAK

On Any Video Transfer

Century Camera 288-5444

With This Coupon. Expires 6/30/97

L

3017 N. WOODWARD

VISA

BACKGROUND
MUSIC

omit Caio

(3 Blocks South of 13 Mile)

810-288-5444

Daily & Saturday 1 0-6
Friday 10-8

MOTOR COACH TOURS - AIR AND CRUISE TRAVEL

* WE HAVE CONSUMER BANKRUPTCY INSURANCE *

* SHAW FEST

FR. $225 *

* TORONTO THEATRE I *
* "RAGTIME"
* July 18 20, Aug. 22 24
$299 *
*
*
*
"JOLSON,
THE
MUSICAL"
*
* July 25 27
$309 *
*
* STRATFORD FEST.
Fr. $185 *
... * une 28-29 ("Camelor a "Little Women") *
* TRAVERSE CITY CHERRY FEST. : * J u l l 8-
8-u 9 ("Romeo and Juliet" & "Camelot") *
*
* July 11-13
$279 "
*
* * More dates thru Oct.
*
* "GUYS & DOLLS"
* * WILLIAMSBURG/NORFOLK
*
Adrian , June 29
$61 * * Aug. 28 Sept 3
$699 *
* MACH ISLAND LABOR DAY
* * Interlochen - Traverse City
*
* BRIDGE WALK
* * "SWEENEY TODD"
* Aug. 30 Sept. 1
$197 * * Aug. 8-10
$328 *
* *
* * "PENNSYLVANIA POTPOURRI"
PUT-IN-BAY, Ohio
*
* Sept. 2-7
$599 * * Aug. 17
$67 *
* *
*
* WASH. D.CJGETTYSBURG
* * "CHICAGO" (The Musical) In
*
* Sept. 4-8, 18-22
$497 * * Chicago. Sep. 12-14
$389
*
*

* JUNE 28-29 ("Hobson's Choice" &
*
* Two Mrs. Carrots")
* July 12-13 ("Chocolate Soldier' & 'Will *
Any Gentleman?")
July 25-27 ("Chocolate Soldier" &
*
Any Gentleman?" — Also Niagara
*
• Falls Casino. More dates thru Oct.)
*

*

-

-

Jun & Jul FR. $649 (Cruise Only)

*
*
* Prices t. i . dbl. occ. Grou , Discounts. CALL FOR FLYERS ADDITIONAL TRIPS & DETAILS *

BERKLEY TOURS AND TRAVEL, INC.

559-8620 OR 1-800-875-TOUR (8687)

You can't enjoy jewelry if it's sitting
in your safe deposit box. Sell or bor-
row on it for immediate cash. We deal
in jewelry, watches & gemstones.

Gem/Diamond Specialists

*

rtilUTSTITECIAT1

* Holland America Westerdam Carib. - 7 nts. Fr. Florida

If you are not wearing
sell it!...
or BORROW on it!

-

-

*

*

A Service to Private
Owners, Banks &
Estates

-

-CC Journey to CHINA

AktizOffri

old

with
2410. ?
,„sh camn ,„ The Jewish Community Center

e,
J

October 26 through November 9, 1997

Fine Jewelers

AWARDED CERTIFICATE BY GIA
IN GRADING & EVALUATION

Lawrence M. Allan, President

30400 Telegraph Rd. • Suite 134
Bingham Farms 642-5575

Daily 'Til 5:30
Sat. — Ill 3

EST. 1919

This trip includes:
•Round Trip airfare from Detroit to China
• 3 nights in Beijing at the Shangri-La Hotel
• 3 days escorted motor coach sightseeing tours in Beijing
• 7 day cruise aboard Royal Caribbean's "Sun Viking"
•3 days in Hong Kong

A totally Jewish experience touring throughout this trip

Maple/Drake Building

(Obtain shipboard credits at this meeting)

RSVP

to
MARILYN WOLFE
icc Travel Director

(810) 661-7636

Studio in Harvard Row Mali

Cpu-ahaird,

The

"A JEWISH HERITAGE TOUR"

Escorted or independent to:

CZECH*REPUBLIC HUNGARY POLAND
AUSTRIA RUSSIA LITHUANIA LATVIA
SPAIN MOROCCO TURKEY

FOR OUR COLORFUL BROCHURE CALL

WORLD OF TRAVEL

800-883-5041 DEP1'
U-7

OR YOUR TRAVEL AGENT

SPOT

50°/0-70c / 1 0 OFF

ALL NAME BRANDS

• Vertical Blinds • Pleated Shades
• Levolor Blinds • Wood Blinds

21728 W. Eleven Mile Rd.
Harvard Row Mall
Southfield, MI 48076

Free Professional Measure at
No Obligation
Free in Home Design Consulting

Hours: Mon.-Sat. 10-5

352-8622 EA

New Rochester Hills 651-5009

AMC The American Foram For Jewish-Christian Cooperation (AFJCC)

provides Interfaith Marriage Counseling and will conduct
Interfaith Wedding Ceremonies

>-

For further information contact:

2

•AFJCC is engaged in 0 nationwde

program of inlerreligo. cf.:Pogue S

eduCaton Woking together to build
better .1i:s•ore:vs among rnen of ou
religions. races and natricokhes

Dr. David Z. Ben-Ami, Rabbi

at (717) 236-04.37
or Fax: (717) 540-1430

100