www.HartfordBusiness.com • April 1, 2019 • Hartford Business Journal 3
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Tony Cashman | President & CEO, CashmanKatz
By Sean Teehan
steehan@hartfordbusiness.com
W
hen a company decides to rebrand,
they often seek out an advertising firm
to figure out the most commercially vi-
able fit. But what about when an advertising firm
wants to rebrand itself?
Ad agency CashmanKatz
recently rebranded from
its former Cashman + Katz
Integrated Communica-
tions name to better fit with
the digital age, said Tony
Cashman, the company's
president and CEO.
"This allows us to be a bit
more intuitive and consistent
in URLs, hashtags and social media handles, which
aren't always accommodating of punctuation,"
Cashman said. "This was something we didn't have
to consider 26 years ago when we began."
From streaming platforms to general web ad-
vertising, there are a host of avenues that didn't
exist a short time ago for ad firms. And Cashman
says he intends to keep getting clients' messages
out across newer and older media platforms.
What technologies and platforms do you think
will emerge as the most important advertising
vehicles in coming years?
The platform we'll all be scrambling to master
in the coming years may not even be invented yet.
That's how fast opportunities are changing. Social
media and digital are inventing new avenues for
advertisers at an incredible pace. The most excit-
ing developments continue to revolve around tar-
geting on an even deeper level. And getting more
personal, relevant and timely with messages.
When formulating an ad campaign, how do you
balance promoting the product with avoiding
being invasive or annoying, which can alienate
customers?
Being an annoyance doesn't work. We are buying
media and delivering it to people when they want it,
with messages that are more relevant to their lives.
Yes, there are still places for disruptive, clutter-
busting messaging to get people to take notice, but
mediums today allow us to be part of a conversation
with consumers, rather than an unwanted intruder.
Where do you see television as an advertising
medium in the future?
It's funny, people have been prognosticating
the demise of TV for decades. The same question
was asked with the introduction of the VCR, the
expansion of cable, DVR and now with streaming
platforms. Whether it is broadcast, cable, or cus-
tom-programming content like Amazon or Netflix
— with the ability to download any content onto
desktops, tablets or mobile devices — it makes TV
content even more relevant and user friendly. TV
has remained a reliable medium and continues to
bring new opportunities to advertisers.
How is advertising in the Greater Hartford mar-
ket different from other areas?
One unique thing about Greater Hartford is
how incredibly diverse it is demographically. It's
something you don't always see in markets of
this size.
VERBATIM
Hartford Club's new president
"We are asking people to discover The Hartford Club all over again, and discover
what it can do for them."
Eric George , the newly named president of The Hartford Club, on his hopes
to boost membership at the private social and dining facility.
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Tony Cashman
