ARNOLD WINS CENTURY 21

Overcoming three New York shops, Arnold Communications in Boston has been awarded Century 21’s $40 million integrated marketing account. The country’s largest real estate brokerage is looking to establish a leadership position as “home ownership experts.” Arnold’s final presentation to the client apparently delivered on that promise. See story on page 6.


Getting Juiced
Veryfine Selects 3 Finalists
Holland Mark Martin Edmund, Ingalls Advertising and Leonard/Monahan will compete for Veryfine’s $3.3 million ad account. The agencies are expected to make final presentations to client executives early next month at the company’s headquarters in Westford, Mass. See page 2.


The KINDEST CUT OF ALL
Mullen has been tapped to handle a $2-3 million creative assignment for Swiss Army Brands. The Shelton, Conn., client is seeking a more unified image as it puts its logo on a growing number of products, including watches and sunglasses.
See page 2.
TIME TO MAKE AN APPEARANCE
Dunkin’ Donuts pitchman Fred the Baker announced his decision to hang up the apron. Actor Michael Vale, one of advertising’s longest-running spokesmen, began making the doughnuts 15 years ago and now assumes a new role for the chain.
See page 3.
an L.L. Bean EXPERIENCE
Bronner Slosberg Humphrey’s new work for L.L. Bean, from print ads to a Web site, attempts to
drive customers to the client’s catalogs. The experience of consumers when they come in contact with the company is what builds the brand.
See page 5.
The HEAT IS ON
Fleet Financial Group has tapped the “hothouse” creative talents of Heater Advertising to
promote its discount brokerage division. Arnold, the bank’s long-time agency of record, is handling media buying duties.
See page 6.
AMV’s quiet rise
Once considered little more than a creative boutique, London’s Abbott Mead Vickers BBDO has become the No. 1 player in the British advertising business. With a new marble high-rise office and top U.K. and multinational clients, the 20-year-old agency looks to meet the challenges of the future while adhering to the core values of the past.
See page 28.