East End Marketing Firm Reels in 14 BOLI Nods by Claude Solnik
When the finalists for the Best on Long Island Awards were announced last week, fledgling marketing firm Blumenfeld +Fleming in Montauk found itself on the A-list of ad agencies with 14 nominations.
They made it into the final round in several categories, including consumer and corporate advertising, radio and newspaper ads and corporate identity, for work on behalf of Gosman's, Dan's Papers, AAA Entertainment, E-Z Maintenance, Atlantica, David Rivkind Landscaping and Haven.
But regardless of whether or not they walk away with an armful of statues
for the awards program run by the Long Island Advertising Club, Lynn
Blumenfeld and Jill Fleming, Madison Avenue veterans who launched the firm
last year, feel victorious just for being nominated.
Fleming, who worked at Ogilvy & Mather, was art director for the American Express campaign showing Jerry Seinfeld and items he bought with his Amex card. She also worked on Super Bowl TV ads (Wilson Sporting Goods, for one) and campaigns for big names such as IBM and Duracell.
Blumenfeld worked at Young & Rubicam, Wells Rich and Green and then as a
creative director at Grey Worldwide, all in Manhattan. She crafted campaigns
for products such as Clairol's Herbal Essence and Pringles.
"The bad news is you have to do everything," Blumenfeld said of the shift
form Madison Avenue to a Montauk startup. "The good news is you get to do everything."
Fleming said she likes her lifestyle - living and working in Montauk.
"I think my life has improved beyond measure," said Fleming. "I sit here looking out at a field with sheep and horses. I can go surfing when there's surf. I spend time with my kids when they come home."
But running your own business and working with smaller clients, she said, doesn't mean shorter hours.
"I work harder than I ever did in my life," Fleming said. "When you have your own business, you work harder."
Up until now, Blumenfeld + Fleming, which often uses humor in its ads, has
done campaigns for the Atlantica Ballroom, a restaurant in Westhampton;
Hamptons-Riverhead Radio, and E-Z Maintenance, a local handyman company.
"It gets people's attention, makes them smile," Blumenfeld said of using
humor. "It's a very effective way to become memorable."
While seeing one's work splashed across TV screens can be exciting, local
advertising has its appeal, the women said.
"We did an ad for a store called Haven in Montauk last year," Blumenfeld said of a retailer who was emerging from a slow year. "It was their opening
weekend and they sold out. That's really exciting. "
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