UW-Whitewater graduate, wins prestigious Addy award
Released: April 22, 2008
Eichman's award winning design The Advertising Federation awards are the world's largest and toughest advertising competition. With more than 60,000 entries annually, the list of winners recognizes creative media of all categories from newspaper advertisements to Web sites, logos and product packaging. First recognized locally, then regionally, the winners move on to have their entries judged nationally by leaders in the advertising industry.
Chris Eichman, a 2004 graduate of the University of Wisconsin-Whitewater's graphics program, won an “Addy” at this year's award ceremony for his work on an industrial suitcase he created for Rayovac batteries. Eichman's suitcase was designed to increase awareness, sales and new distribution by emphasizing Rayovac's dominance in the industrial market.
The launch, announced using a unique direct mail kit, consisted of a mailer box complete with a catalog, a CD-ROM, sample batteries and a new Rayovac industrial flashlight. Bold graphics inside the box featured Brett Favre (their new spokesman) and the Rayovac power chart. An offer of a complimentary high-beam flashlight in exchange for time with a sales representative along with a powerful re-branded battery set the scene for success. Coordinated mailing along with a strategic account management center turned this launch into more than a million dollars of new business, and the program is still going strong.
Eichman credits multiple sources as inspiration for his creative work.
“My success doesn't come from one person,” said Eichman. “I've been lucky enough to work with several people I would call mentors. I feel it's important to surround myself with talented designers. Each of them has their own unique abilities and every day I try and learn as much from them as I can.
“I'm proud of what I've been able to accomplish. It's nice to get recognition when something is done well. I feel awards are necessary if you work in a corporate environment. Management can determine the value of a sales team by how much they sell. Awards are one of the few ways management can determine the value of an art department.”
As for advice for UW-Whitewater students, Eichman suggests submitting your creative work to the Addy competition.
“I've seen the creativity that has been coming out of the UW-Whitewater graphics program and I know it is as good or better than past Addy submissions,” said Eichman. “I would encourage UW-Whitewater students to enter their work. There is a huge opportunity for them to have almost every creative agency in the area, their future employers, as their captive audience for a night.”
For more information about Eichman's industrial suitcase or the Addy Awards contact Eichman at 262-215-9063 or at eich_man@hotmail.com.
- Keara Lahiff,lahiffkk25@uww.edu
