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In late 1987, everything changed when Nickelodeon asked us to up the ante and become their full service ad agency, and MTV soon followed suit. To make a long story short, Alan and I had happily, productively, operated Fred/Alan as a boutique company with five employees, where we consulted on high level branding assignments of cable media properties like Nickelodeon, Nick-at-Nite, and MTV, and produced everything from promo spots to television shows. This commercial was the first spot we did as a full service agency, the slickest and most expensive we’d ever done, and awakened me to the possibility that this was the beginning of the end of the game, and that I hated being part of, no less owning, an advertising agency. I think it was a great, funny spot, just right for the network. But, it was Fred/Alan that awakened Tony’s and MTV’s interest in each other in 1988. Jazz singer and crooner Tony Bennett completely revived his career with his 1995 appearance on Unplugged. Though the exact number of orders generated has been lost to the sands of time, we can report that every placement was profitable for Mosaic Records, and added hundreds of regular customers to their catalog mailing lists.Īnd, of course, thousands more people heard the clandestine, historical Dean Benedetti recordings of Charlie Parker, now a rumor come alive. Each word counts towards convincing someone to actually order, and if it doesn’t… get rid of it. And besides being a recorded music fanatic, he had a good knack with direct response ads. Marty Pekar was the only advertising copywriter Mosaic trusted other than Alan. And, NYT also got a lot of lift for other, quality direct response products. The New York Times was the print medium that got them the most new orders in the world. So, it was pretty hard to convince them to spend their hard earned money to experiment a little. Besides, our catalogs were growing their business pretty well organically. They’d done quite a bit before Fred/Alan got involved with the company and it didn’t really pay off for them.
We never did too much actual advertising for Mosaic Records.
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