Kirshenbaum Bond & Partners in New York launched a new campaign for CSFBDirect, the investment Web site formerly known as DLJDirect. The TV and print effort features testimonials from professionals who personify site attributes, including John Seely Brown, former director of the Palo Alto Research Center, who spells “research.” The tagline is, “People who know, know CSFBDirect.” Previous spots for DLJDirect featured rolls of screen copy and employed the tagline, “Putting our reputation online.”
Saatchi & Saatchi/Rowland, a Rochester-based division of Rowland Communications Worldwide, was awarded the DuPont Teflon global textiles marketing-communications account as of last month. The seven-figure integrated program is aimed at trade and consumers, and includes advertising, collateral, direct marketing, public relations and sales support. The global ini tiative is meant to support and expand the Teflon position as the branded fabric protector of choice in textiles ranging from upholstery to apparel. Rowland Communications, part of the Saatchi & Saatchi Group, has 39 offices in 25 countries.
A new campaign for Gateway Computers was edited by Nelson Leonard and Renny Maslow of Editing Concepts in New York for McCann-Erickson, also in New York. Neil Abramson of production company Palomar Pictures in Los Angeles directed the two-spot package. “One-of-a-Kind” deals with a couple trying to understand their teenage daughter. While she is away, they creep into her bedroom, which contains rock posters, sports trophies and a gas mask, with a Gateway computer system. The parents assemble a computer that includes a portable MP3 player, arcade joystick and wide-screen monitor. When the daughter enters the room and sees her parents, she smiles. In “First E-mail,” a Gateway employee walks an older man who just had a new computer delivered through the set-up process. The spot emphasizes his anxiety until he receives his first e-mail, a photo of a grandchild.
New York-based FutureBrand, a global brand consultancy, formed a fully integrated Media & Entertainment Branding Practice, offering branding services ranging from traditional broadcast, cable and satellite to new digital-media devices. In addition, the Interpublic Group of Cos.-owned FutureBrand purchased English & Pockett, an international media brand and design consultancy.
To promote the ESPN special Outside the Lines: Ten Years Later, Spontaneous Combustion designed and conformed 30-, 15- and 5-second promos that began airing in early December. The anniversary show aired Dec. 13.
Edison Electric Institute, an association of U.S. share holder-owned electric companies, international affiliates and industry associates worldwide, tapped Oasis to create a campaign that will boost awareness of America’s electric industry. The New York agency will target opinion leaders, federal and state legislators and the financial community. The Washington, D.C., client’s multimedia account is valued at approximately $3 million. A key challenge for Oasis will be to focus on the benefits of the industry’s transition from vertically integrated monopolies to diversified, more competitive companies. Oasis provides integrated communications services that include broadcast, print and inter active advertising, corporate identity, graphic design, and media buying and planning.
Promax & BDA and The Advertising Council formed a strategic alliance under which the former will act as a liaison between its members and the latter. Promax & BDA members seeking to produce public service announcements highlighting their on-air talent will now be able to tap the Ad Council’s existing media-partnership experience. Through the new partnership, Promax & BDA members will gain access to the following services, among others: grassroots communication capabilities via ties to nationwide coalitions of Ad Council campaign sponsors; issue research, direct response capa bilities and fulfillment materials offered for all Ad Council campaigns; and tar geted strategy briefs and assistance in scriptwriting and/or development pro vided by the Ad Council’s volunteer 4A’s agencies.
ClubMom, a free national membership organization focused exclusively on rewarding and celebrating mothers, tapped Stein Rogan + Partners to launch its new cross-category loyalty program, Mom Rewards. The agency will create tradi tional, co-marketing and direct programs for Mom Rewards, which is set to break in select test markets later this year, with a na tional rollout to follow. Stein Rogan, part of True North Communications’ Bozell Group, was awarded the business after a review that involved five other agencies.
U.S. Plastic Lumber has hired White Good Advertising in Lancaster. USPL is a Chicago-based producer of recycled plastic lumber used to manufacture products such as gazebos, planters, trellises, decks, stadium seats, barbecue grills, picnic tables and playgrounds. White Good and USPL will work in tandem to implement a consumer branded program for USPL’s residential product lines, which include the SmartDeck systems and Carefree building products.
DLD Advertising received the Corporate Sponsor of the Year award from the Lancaster Farmland Trust. The award, given at the Trust’s annual dinner, honors an organization for significant contributions and support throughout the year. DLD’s in-kind design and production contributions to the Pedal to Preserve collateral materials and its design work on the book Lancaster County Farm Life: Farming Families and Their Commitment to the Land were recognized. The book features seven Lancaster County farming families and describes what it is like to own a family farm and why they have chosen to protect their farmland from the heavy development pressure in the county. The agency is headquartered in Lititz and has a branch in Hershey.
Schubert Communications combined its public relations and copy departments under the leadership of Lisa Barbadora, formerly copy director for the Downingtown-based B2B advertising and public relations agency. The new department consists of PR consultants, creative staffers and technical copywriters. PR and copy employees will continue to perform duties within their respective areas of expertise, but will also work in tandem to provide integrated marketing-communications support to the shop’s high-tech, industrial and chemical clients.