John Matthews: The Man Who Called Alfa Calls It A Career
The man who helped make the words “Call Alfa” a household phrase retired Dec. 31 after 33 years of service with the Alabama Farmers Federation.Known affectionately by three Federation presidents as the “man with the golden voice,” John Matthews joined the organization in 1972 as broadcast relations director before establishing the Federation’s in-house advertising agency, Creative Consultants Inc. (CCI), in 1980.”As manager of CCI for 25 years, John has been responsible for shaping the public image of the Alfa companies through print, broadcast and outdoor advertising,” said Federation President Jerry A. Newby. “His creativity and vision have helped establish the Alfa brand as one of the most recognizable corporate images in the Southeast. In addition, he has been a friend of Alabama’s farmers and has brought creativity, laughter and diplomacy to the Federation’s management team. He will be truly missed.”Matthews, 64, said one of the most interesting experiences of his career came in 1987 when the name of the organization’s insurance companies was changed from Farm Bureau to Alfa.”In the past 18 years, CCI has been instrumental in taking the Alfa brand from an unknown entity to a household name in Alabama,” Matthews said. “Marketing research shows Alfa has the highest top-of-mind awareness of any insurance company operating in Alabama, and Alfa’s advertising recall is second only to Geico.”Matthews’ work to transform the insurance company’s advertising program began when CCI was incorporated. Prior to that time, the insurance company had a limited advertising program that relied on an outside vendor.The new advertising agency brought creative development in-house, allowing the company to craft a consistent image and message. Media placement also is handled by CCI staff, which allows the subsidiary company to be self-sufficient through the earning of commissions previously paid to outside vendors. Matthews’ role in these efforts garnered numerous awards including the American Advertising Federation’s highest honor, the Advertising Silver Medal.Born in Connecticut and raised in Loretto, Tenn., Matthews attended Auburn University where he worked as radio and television editor with University Relations before joining the Federation staff. During the 1970s, Matthews worked part-time as disc jockey “Bob O’Brien” at WHHY in Montgomery.As broadcast relations director, Matthews shot and edited stories about Federation members — using 16mm film cameras before transitioning the Information Department to videotape. He also produced a weekly, rural-living radio program called “Town and Country,” which was heard on 60 stations statewide. Matthews cherishes those memories and the relationships he’s developed with members and staff.”From my early times working in the Information Department, I have established friendships that have spanned those many years,” Matthews said. “When I go to the annual meeting, I still see people I remember visiting on their farms. I’ve watched two or three generations of some families grow and progress in the organization.”In retirement, Matthews plans to spend time with his father, retired Navy Lt. Cmdr. Floyd H. Matthews, age 102, and his stepmother, Vena, both of Pensacola, Fla. Matthews also has taken on additional volunteer duties at his church and hopes to spend more time at his vacation home in Panama City, Fla.”I am grateful to have worked for this organization for so many years,” said Matthews. “I am humbled by it, and I leave with warm feelings for the organization and all of the people who have made it great.”