Young & Rubicam, Lincoln-Mercury's longstanding agency of record,
used Regis Communications, Inc. to complete two of its product catalogs
(Town Car and Grand Marquis) that were used in dealer showrooms throughout
1993.
This project exemplifies the flexibility of Regis staff writers to write
to spec, as Y & R presented Regis with completed layouts and expected
copy to fit in a short amount of time. Regis delivered -- as
shown in this passage that relates the heritage, as well as the present-day
distinction, of one of America's finest auto makers:
Seventy-odd
years ago, time played host to Mr. Henry Leland, one of the automotive
world's most influential and respected men. A precision machinist by passion
and trade, Leland turned his abilities from aircraft engines to automobiles
in 1921. The resulting legacy -- that of the Lincoln motor car -- is one of
the proudest in the annals of the automobile...In accordance with their
heritage, the 1993 Lincolns remain at the forefront of technology -- technology
that provides drivers and their guests with impressive ability, security,
comfort and luxury. This is the very essence of what a luxury car should
be -- a creed that sets the standards for every Lincoln automobile.
