Esquire magazine asked top ad agencies in San Francisco, New York and Columbus, Ohio, “How do you rejuvenate the Democratic Party?” Their three answers, published in the magazine’s June “The Cure for Everything” feature, include shortening “Democrats” to “Dems” (Kirshenbaum Bond + Partners), adding a word to the first line of the Constitution (Goodby, Silverstein & Partners), and blending the “conservative” and “liberal” colors, red and blue, to illustrate unity in America.
The latter idea, expressed through the line “Power to the Purple,” is the logo creation of Ohio agency Ten United, who say the concept comes out of their state’s pivotal role in the 2004 election.
“Political parties are leaving people disenfranchised, disinterested or disgusted,” says Lance Mald, Ten United CCO. “They fight to the narrowest of victories and even those are disputed.”
A 25-year ad veteran, Mald has created award-winning campaigns for brands such as Burger King, General Electric and DirecTV. Prior to joining Ten United, he held senior posts with BBDO, Saatchi & Saatchi and Campbell Ewald.
Ten United is an independent advertising agency with approximately $185 million in billings, for clients including Anthem Blue Cross and Blue Shield, Dad’s Pet Care, Huntington Banks, Limited Brands, OhioHealth, Perkins Restaurants, Time-Warner Communications, Hoover, and Prestige Brands, including Chloraseptic
