Grey Advertising, New York, last week broke the first spot in a $68 million campaign for Danbury, Conn.-based Ethan Allen. The ad introduces Ethan Allen’s Avenue home furnishings collection. The spot features a 1930’s-style private investigator scrutinizing a lavish home. As he snaps photographs of the furniture, the film turns briefly from black-and-white to color. At the end of the spot, a woman’s voice delivers the tag line, “Sheer glamour from a seductively priced new collection.”
Music magazine The Source, New York, launched One Nation, a marketing company specializing in youth and hip-hop culture. The agency will be headed by president Jeff Jones, formerly associate publisher and director of marketing at the magazine, who developed The Source’s promotional programs for such brands as Mountain Dew, 20th Century Fox Interactive, Pioneer, Reebok, DuPont Lycra and Coca-Cola. One Nation will initially focus on marketing the publication’s special projects, including the Hip-Hop Music Awards Show and the Unsigned Hype Live Tour.
Biederman Kelly Krimstein & Partners, New York, developed four print ads for radio station WQXR which ran in June. For the first three weeks of this month, the campaign was referenced in an 11-window display at Paul Stuart’s Manhattan store. The presentation featured putting greens and mannequins wearing Paul Stuart clothing and using golf clubs to play violins, cellos and drums.
Pegasus, a new magazine targeting wealthy consumers, has chosen Evins Communications, New York, to provide public relations and marketing services. Pegasus will premier in September 1999 and will be placed aboard private jets in the United States, Europe and Asia.
BSMG Worldwide, New York, entered into an agreement to acquire Benjamin Group, a public relations firm specializing in technology clients. Benjamin Group, which has offices in Silicon Valley and Southern California, will be renamed Benjamin Group/BSMG Worldwide and maintain its present structure. President and chief executive officer Sheri Benjamin will retain her position and become a partner in BSMG Worldwide.
Creative Standards International and the International Advertising Association announced the finalists in the 7th annual Cresta Awards competition, which honors the originality of a creative idea and the quality of its execution. New York contenders in the radio and multi-media category include Dweck’s work for Dial-A-Mattress, Grey Advertising’s ads for Six Flags Theme Parks and McCann-Erickson’s MasterCard campaign.
Sage Marketing Communications in Syracuse has been named the advertising agency for the Historic Automobile Row Association. Sage will develop positioning strategies, create a graphic identity program, produce advertising and collateral materials and develop public relations plans for the business district. Automobile Row, designated as such by the city of Syracuse in the 1920’s, is the largest concentration of auto dealers and support services in Central New York.
The Woodlawn Cemetery, Bronx, New York, named CCMR, Kingston, its advertising agency. The shop will develop a $300,000 fourth-quarter marketing program for the cemetery, including media placement for print and electronic media direct marketing, collateral materials, Web site development, a sales video, public relations and internal communications.
McCaffery Ratner Gottlieb & Lane, New York, added two products from Van Horn Technologies to its client roster. For the Totally Ripped nutritional liquid supplement, the agency developed print ads reading, “It’s a feast for a beast. An explosion of power, a blast of ferocity Totally first. Totally bad. Totally ripped.” For the high-protein liquid food Extreme Smoothie, the agency created ads reading, “It’s wicked. It’s good. It’s the devil’s candy.” Print work will bow in late summer in such titles as Iron Man, Muscle & Fitness, Flex and Muscular Development. Billings for the two beverage accounts are about $2 million.
Latorra, Paul & McCann Advertising in Syracuse has produced two national TV spots for longtime client Fort Dodge Animal Health of Overland Park, Kan. Ads promote EtoGesic Tablets, a daily medication for osteoarthritis in dogs. The campaign will air throughout the year on such networks as Animal Planet, The Family Channel, Lifetime, TNT, Fox News and the USA Network.
Start-up media company Sweet Logo, Ridgefield, will bow ad-wrapped after-dinner mints in New York and the Hamptons in August. Sweet Logo’s first client, ABC, will place its well-known outdoor ads, from TBWA/Chiat/Day in New York, on the candy wrappers as part of its fall campaign. The mints will be available free in restaurants and beauty salons across the country.