As Arlington-based LM&O Advertising turns 15 years old this fall, its founder and chairman Doug Laughlin will receive the American Advertising Federation’s highest individual honor, the Silver Medal Award, from the Advertising Club of Metropolitan Washington (DC Ad Club).

The distinction recognizes Laughlin’s contributions both as the leader of Washington’s largest independent agency and as a pioneer in military recruitment advertising.  It also reflects his commitment to creative excellence, community service and high professional standards.

The Ad Club will present the award at a luncheon during Advertising Week DC, on Wednesday, Sept. 22 at 12:15 p.m. at the Renaissance Mayflower Hotel, 1127 Connecticut Avenue N.W.

After serving in the U.S. Army, Laughlin launched his career in 1969, just before the U.S. introduction of an all-volunteer military. For the past 40 years, he has shaped the evolution of modern military recruitment, performing pivotal roles in the creation of landmark campaigns, such as “Be All You Can Be” for the Army, “Aim High” for the Air Force, and “You Can” for the National Guard. He has been instrumental in the military’s adoption of emerging media, such as the Internet and movie theatre advertising, for recruitment.

In 1995, Laughlin established LM&O Advertising with the acquisition of Bozell, Inc.’s 10-person, $5 million Washington office. Today, the agency has more than $153 million in annual billings and 70 employees.

In addition to servicing military and government accounts, LM&O broadened its clientele to include consumer brands under Laughlin’s leadership. The agency’s current roster includes Avis Budget Group, the Washington Convention and Sports Authority, BullFrog Sunblock, The Fairmont Washington, DC, and the Washington Metropolitan Area Transit Authority (Metro).

Laughlin and LM&O Advertising practice a policy of giving back to the community through pro-bono work with Big Brothers and Big Sisters of the National Capital Area, ThanksUSA, Operation Homefront, and the Capital Area Food Bank. Employees are encouraged to volunteer or serve on the board of directors for these organizations, and LM&O has contributed funding to many.

Laughlin places a high value on mentoring young people interested in the advertising business. Executive staff members guest lecture at Howard University and other institutions, and alumni of LM&O’s internship program are successful professionals throughout Washington’s advertising community.

“Doug’s vision for LM&O Advertising was to create the agency that he’d always wanted to work for: one that values its clients and treats them with respect, one that empowers its employees to succeed and grow, and one that understands and supports the balance of work and life,” said Dave Marinaccio, LM&O’s chief creative officer.

“LM&O’s staff and clients, and Doug’s peers in the industry will tell you that his vision has been achieved. Because of this, we are pleased to honor him for his contributions to his company, the industry, and the community,” added Karen Riordan, DC Ad Club president.

Past recipients of the Silver Medal Award include Robert Whittle of Williams Whittle, Michael Jack of NBC4, Donald Graham of The Washington Post, Alex Orfinger of the Washington Business Journal, Cary Hatch of MDB Communications, Tom Curley of USA TODAY, Ted Leonsis of AOL, Robert Johnson of BET, and Katharine Graham of The Washington Post.

Registration for Advertising Week DC and the Silver Medal Award luncheon is available at www.advertisingweekdc.com. For information on event sponsorships and table sales, contact the DC Ad Club at 703-683-5954 or info@dcadclub.com.

Christi Burnum, Associate Media Director, and Elizabeth Fishkin, Senior Media Planner/Buyer, lectured on the topic, “Introduction to Media Buying and Planning.”

Christi and Elizabeth engaged students in conversions about the roles of media planners and buyers, steps to developing a media plan, and research. They also presented several case studies on LM&O’s work with current and previous clients to provide actual instances where these practices were applied.  This lecture, among other topics covered, such as advertising management and the creative and production processes, provided the 25 selected students with the tools they need to enter the advertising industry and advance in their careers.

The Air Guard, a reserve component of the United States Air Force, kicked off an experiential marketing tour this month that uses augmented reality technology to give potential recruits a sense of what it’s like to perform real Air Guard missions.

LM&O Advertising of Arlington, Va., the agency of record for the Air Guard, oversaw the tour’s strategy, project management and production.

The “Rise to the Challenge” tour features seven game stations, each simulating a different mission.  In the refueling challenge, participants must align a flying aircraft with an aerial tanker. Moving a special card in front of the game screen enables them to maneuver the aircraft in three dimensions. A camera tracking the card picks up the player’s precise movements, creating a more realistic experience than a regular video game.

“Augmented reality is offering marketers new ways to engage audiences. Because it heightens the authenticity of simulations, the technology is a great fit for this campaign. It allows us to educate people about the Air Guard’s diverse career options in a tangible way,” said LM&O President Chris Laughlin.

In another augmented reality challenge, participants race against the clock to provide life-saving medical treatment. Other games, which don’t use the technology, involve packing a cargo hold for maximum efficiency, tuning a jet engine, rescuing disaster victims, analyzing surveillance images, and marksmanship training as a battlefield airman. The high scorers are posted on a leader board at each tour stop.

After visiting the tour, participants may continue their experience online at www.GoANG.com/games, where they’ll find an extra level of the refueling challenge along with two other games. In the near future, they’ll also be able to check the Air Guard’s Facebook page to compare their scores with the top ones from around the country.

While the campaign’s primary audience is in the 17- to 25-year-old age bracket, everyone is invited to take part in the “Rise to the Challenge” tour. The Air Guard will make a total of 34 stops at NASCAR races, state fairs, air shows and other events through Oct. 31.

About the Air Guard

The Air Guard is a reserve component of the United States Air Force. They serve a dual role, supporting both federal and state missions and are called upon in times of natural disaster, civil disturbance, and to support homeland defense. There are more than 140 units across the 54 U.S. states and territories, allowing Air Guard members the advantage of being able to serve part-time close to their home town. Being close to home, they may pursue their educational and career goals, gaining valuable career experience and outstanding military benefits – all while experiencing the pride of serving their community and country.  With over 200 career opportunities, the Air Guard is at the forefront of high-tech industries of the 21^st century. Members can receive top-notch training and expand their experience in a variety of fields, including communications, engineering, ministry, technology and healthcare. For more information on the Air Guard, visit: www.GoANG.com

Throughout the Spring 2010 semester, LM&O’s CCO, Directors and staff members lectured on Client Services & Account Management, Research to Develop a Brand, Creative Development, Media Tools & Tactics, Integrated Communications and New Media & Interactive Marketing.

LM&O has long supported the advancement of communications education at Howard giving staff the time and resources necessary to guest lecture on campus as well as hold communications related seminars in our Arlington, VA office.

Jessica Buchanan’s design “The Urban Tree” sheds light on DC’s alternative commuting options, like MetroBus and MetroRail.  Check out her Artist’s Statement:

My Dearest Friends,

Everyday you get up, brush your teeth, get dressed and walk to the metro. You ascend a steep escalator and become moles, pushing blindly through a maze of honeycomb tunnels, and never stop to think how it helps me. I just wanted to say thank you. Your daily commute allows me to breath easier and spread out farther.

Love,

The Urban Tree

Minki Kim’s design uses the most imposing and recognizable piece of DC’s skyline to impress upon viewers the importance of protecting the environment.  Here’s his Artist’s Statement:

I think saving our dying planet is going to be a huge task that’s going to need help from everyone benefiting from it.  I combined two very familiar images in DC and by juxtaposing them, I think the banner speaks volumes and carries multiple meanings of how important it is to plant trees and keep them protected.

What inspired you to enter the Urban Forest Project?

Minki: I’ll be honest and tell you that while the message of the project is very noble, I went in to it needing a different creative outlet.

Jessica: It sounded like a fun project and it is always nice to do something different.

What other fun outside design work do you do to keep your skills honed?

Jessica:  My latest project was designing an identity for a friends documentary, Shabab: An Omani Hip Hop Story. I also do wedding invitations and all the collateral for my dad’s restaurant.

Minki: Doing things like this, freelance work and constantly being curious.

What do you love most about graphic design/being an artist?

Minki: It’s not the money, let me tell you!  Brainstorming. As much as I’ve come to dislike that term, I love the beginning process when you’re just free thinking, combining ideas – there are no rules. I love that.

Jessica: Learning how things work and the rules they go by, and then completely breaking them.

After a competitive review, LM&O Advertising of Arlington, Va. was awarded the advertising business for Vocelli Pizza’s Washington D.C. regional cooperative, which represents the marketing interests of all 39 area franchises, including stores in Maryland, Virginia and West Virginia. LM&O will work with Pittsburgh-based Vocelli Pizza on advertising strategy and planning, media buying, online marketing, public relations and promotions. It will also help the 120-unit chain launch online ordering.

“I’m confident that LM&O will be a great fit with Vocelli’s new marketing initiatives,” said Jim Powers, vice president of marketing for Vocelli Pizza. “The pizza business is growing by leaps and bounds on the Internet; LM&O’s extensive suite of interactive services and breadth of online experience is what initially attracted us to do business with them.”

“We are excited to work with such a highly regarded business in the pizza industry,” said Chris Laughlin, president of LM&O Advertising, “They represent a superior product and it is an honor to work with them.”

Vocelli Pizza was ranked in the top 50 pizza companies for growth in Pizza Today magazine’s national “Hot 100 Companies” annual listing. In addition to its Washington D.C.-area locations, the chain has stores in Ohio, Pennsylvania, North Carolina and Florida.