Gianettino & Meredith Will Do NJ Tax Amnesty Ads

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New Jersey tapped Gianettino & Meredith Advertising Inc. to handle a $2 million advertising account for a tax amnesty program.


On radio and in print, the campaign will center on New Jersey's amnesty for individuals and corporations who have under-reported their income, overstated deductions, underpaid their taxes or neglected to file tax returns due on or after Jan. 1, 1996, and before Jan. 1, 2002.


The Short Hills, NJ, agency and the state will work together for the second time. A 1996 campaign yielded $320 million instead of the projected $80 million. The campaign tag line was based on the line "We're gonna getcha, getcha, getcha" from the Blondie song "One Way or Another."


For this effort, the agency will use Martha and Vandellas' hit, "Nowhere to Run." Consumers are asked to call the designated toll-free telephone number, tax fax line or visit the Web site at http://njtaxamnesty.com. The campaign is projected to net $150 million.


Founded in 1977, Gianettino has billings of more than $140 million from clients like Bertolli USA, Benjamin Moore & Co., Foster Wheeler Corp., B&G Foods, Hartz Pet Products; Lawyers.com, ShopRite Supermarkets, NY Waterway and Resorts Atlantic City Casino Hotel.


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