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Page 24 THE SOUTHERN ISRAELITE November 7, 1986
Business
Company
honored by Fulton Arts Council
by Richard Bono
TSI staff writer
Bob Silverman, president and
chief executive officer of the
Winter Construction Company,
was presented the corporate pa
tron of the arts award by the Ful
ton County Arts Council Oct. 27
for the significant contributions
his company has made to the
Atlanta arts scene.
As head of the Atlanta-based
construction company, Silverman
supported a myriad of arts pro
jects in the metro area. His con
tributions include: hiring a mar
keting consultant for the Academy
Theater, hiring a black choreo
grapher from Los Angeles to
work with the Atlanta Jazz
Theater School and supporting
the Center for Puppetry Arts.
The Winter Construction
Company, which does construc
tion projects throughout the
Southeastern United States, also
originated and supported “Arts
Alive,” and evening Silverman
coordinated with Atlanta Ballet
President Ken Hertz, where eight
Atlanta performing groups staged
performances on the same even
ing. At the end of the arts-filled
evening, cast members, art direc
tors and guests gathered at the
High Museum for a gala party to
compare notes and share the ex
perience.
Silverman also developed
“Hardhats for the ASO,” through
which construction workers in
the local construction industry
gave $25,000 to the Atlanta
Symphony Orchestra in 1986.
Business was good at the Win
ter Construction Company, Sil-
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lite, “and we wanted to find some
way to give back to the commun
ities in which we build.”
Silverman said that company
executives decided they would
give 10 percent of their corporate
profits to the arts in the commun
ities in which they build. He said
Winter builds in nine Southern
states.
Silverman’s love for the arts
goes way back. “I was raised in
upstate New York and 1 used to
hitchhike to Tanglewood when I
was young to hear the Boston
Symphony Orchestra’s summer
concerts,” he said, adding that as
he grew older, so did his interest
in the arts.
“I want our kids in Atlanta to
be exposed to the arts,” he said.
“I want Atlanta to be the magnet
for the arts in the entire South
east.”
Bob Silverman thanks Arts Council.
Israel’s first marketing agency
“Most of our potential clients
have little or no experience in
direct marketing,” says Gil Gold-
fine, “so our first meetings are
usually ‘teaching sessions’ in
which we explain the ABCs of
direct marketing. Only then can
we show the clients what we can
do for them.”
Goldfine is co-director of
Macro/ Sell, Israel’s first and only
international direct marketing
agency.
“We established Macro/Sell
because Israel wants to encour
age exports,” Goldfine continues,
“and direct marketing is the most
efficient way of testing and sell
ing new products and services.
“There are two or three other
offices in Tel Aviv which provide
mailing lists, mostly based on the
Israeli yellow pages. But Macro/-
Sell is the only Israeli agency to
do international mailings, and to
bring high professional standards
to direct marketing.”
Macro/Sell’s co-directors—
Goldfine, Jeffrey Geri and Doug
las Greener—bring their exten
sive experience in advertising,
public relations and direct mar
keting into the new venture.
Like similar, full-service direct
marketing agencies in other coun
tries, Macro/ Sell assists the client
in planning a marketing strategy,
and provides market research
backup, creative services, mail
ing lists, mailing and fulfillment
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Unlike agencies in other coun
tries, however, Macro/Sell’s pri
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and services from one country
(Israel) to others. To accomplish
this, the agency has established
service contacts in the U.S.,
Canada, Europe, Australia and
South Africa.
“These are, of course, the major
markets for Israeli products and
services,” offeres Geri. “We are
able to provide all the services
needed to mount direct mail and
direct marketing campaigns in
these countries.”
Since its inception only a few
months ago. Macro/Sell has al
ready handled direct mail cam
paigns for the Moriah Hotel at
the Dead Sea, Lahav Manage
ment Seminars, Frank Meisler
Studios, and “The Rogue’s” tra
vel and cuisine guide books.
“Project proposals have been
prepared for several additional
clients,” adds Greener. “And we
are sending out a direct mail
promotional package of our own
to hundreds of Israeli companies
with a high potential for direct
mail success.
“We’re optimistic that interna
tional direct marketing will find
a strong response in Israel. If we
weren’t, we wouldn’t have started
Macro/'Sell.”
Although Macro/Sell deals
with all aspects of direct market
ing, its specialty service is direct
mail, aimed at consumers or
businesses. The offer may include
one item or a choice of several, as
in a mail-order catalog. Last year
in the U.S. alone, direct mail
sales and fund raising totaled over
$ 115 billion.
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