Gillette will relaunch its core Duracell battery in June with product im prove ments adapted from the M3 technology introduced last year in its Duracell Ultra line. A $100 million global campaign from Omnicom Group’s BBDO in New York will promote the copper-and-black battery, renamed under its popular nickname Coppertop, with the tagline, “Quality that lasts.” The new repackaged products will be in stores in June, backed by Coppertop’s first new ads in four years and a 40 percent increase in spending over 2000.
MRA won 30 awards at the Syracuse Ad Club’s 2001 Addy Awards held on March 13. The agency, which has offices in Syracuse and Atlanta, received “Best of Show” for its print campaign for Aspen Dental, the eighth time MRA has won that award. Among the shop’s other work that was recognized at the awards show were newspaper advertisements for USNA, promotional materials for Syracuse Stage and the Milton J. Rubenstein Museum of Science and Technology, and public service announcements for The Food Bank of Central NY. MRA, a division of the MRA Group, provides advertising, public relations, interactive, design and direct marketing services to regional, national and international clients.
Kang & Lee Advertising and its research partner, Asia Link Consulting Group, as part of the winning Young & Rubicam Advertising Census 2000 team, shared the top honor as the Grand Winner of the David Ogilvy Research Award for their groundbreaking multicultural research on behalf of Census 2000. The award was given by the Advertising Research Foundation at its annual awards dinner on March 6. The Census 2000 advertising and community- outreach efforts resulted in the reversal of a post-World War II trend of declining census participation by achieving a higher-than-expected national response rate of 67 percent for the mailed Census survey. The David Ogilvy Research Award is given for success in translating consumer research and planning into advertising and marketing-communications campaigns that generate specific, quantifiable results. Kang & Lee, which has offices in New York and Los Angeles, was responsible for the research and development of cultur ally and linguistically relevant ad campaigns for 14 of the 18 ethnically diverse groups reached by the Census effort.
Condé Nast, publisher of Wired magazine, tapped brand-communications company Attik to create a screensaver that delivers fresh content on a daily basis to the desktops of Wired subscribers. Attik, which has five offices worldwide, including New York, designed, animated and produced the digital display. The Attik team included creative director Aporva Baxi, interactive executive producer Gwynne Gauntlett, designer Melissa Haworth, flash programmer Miquel Castro, pro ducer Mariah Hooks and client services director Ian Cohen.
Catalyst Direct was appointed direct marketing agency for Tumi, a brand of pres tige luggage, business cards and acces sories in the U.S. The Rochester-based agency won the business after competing against an undisclosed number of contenders. Working with the marketing and management teams at Tumi, Catalyst will be responsible for developing global knowledge-based direct marketing solutions. Direct marketing billings are estimated at $2 million.
International public relations and public affairs firm Hill and Knowlton formed a national labor-communications team. The team includes vice chairman Frank Man kiewicz as group adviser, with senior managing director Kevin Elliott as West Coast lead, senior managing director Tina-Marie Adams as central region lead and senior managing director Tom Harmening as East Coast lead. The team is housed in the agency’s U.S. corporate practice. Based in New York, Hill and Knowlton is part of WPP Group.
James Alexander Corp., a supplier of crushable glass ampoules and other single- dose dispensing systems, named Turchette Advertising Agency in Fairfield as the company’s agency. The advertising and marketing shop is currently redesigning the Blairstown-based client’s Web site and is developing materials to communicate the company’s products, including its proprietary plastic single-dose ampoule, to a larger target audience. Turchette will also handle James Alexander’s print advertising and public relations.