Oprah reads Glenwood Springs ad agency’s script for Mississippi radio
GLENWOOD SPRINGS, Colorado ” Oprah Winfrey will voice one of a local advertising agency’s scripts.
Last August, The Chandler Marketing Co.’s Melissa Cook heard from Citizens National Bank in Mississippi, one of the agency’s longtime clients. The bank wanted to help underprivileged children in the small Mississippi town of Kosciusko.
The local Boys and Girls Club needed funds to continue its work with less fortunate kids. The bank offered to air radio messages asking for donations as its gift toward the effort, just as it had done over a number of years for Boys and Girls Clubs throughout Mississippi.
But there was another factor involved: The Boys and Girls Club had been founded by Oprah Winfrey. Cook and Chandler Marketing Co. owner Michael Chandler were aware of the enormous opportunity to have Oprah herself voice the message championing the club.
Winfrey’s “Brand” is one of the most powerful in the world, and is managed with extreme care. Oprah has no wish to promote herself, believing “what you put out comes back all the time, no matter what,” the Chandler Marketing Co. said in a news release.
Cook jumped at the chance to write a message that would speak to Oprah’s desire to help underprivileged children. Cook knew Kosciusko is dear to Winfrey: It is her birthplace.
After considerable research, Cook wrote a message for the Citizens National Bank void of any hint of commercialization or self-effacement for the bank. She decided to not even mention the bank. And taking her tactic one step further, there was no mention of Oprah. Her voice would be enough, as Cook’s script focused entirely on the well-being of kids and how the Boys and Girls Club of Kosciusko helps.
Cook believed that Oprah would respect the bank not touting itself, and that she would appreciate the message’s focus on giving rather than receiving.
On Oct. 10, Chandler received word from Oprah Winfrey’s Harpo Productions in Chicago that after checking out Cook’s script, Oprah had decided to voice it word for word.
The 60-second message begins airing in Mississippi within the next week, according to the Chandler Marketing Co.
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