Berlin Cameron to Bow ‘WSJ Weekend’

NEW YORK WPP Group’s Berlin Cameron/Red Cell has been tapped to create advertising around the launch of the The Wall Street Journal’s Weekend Edition, the client said. That edition begins publishing Sept. 17.

The client cited the shop’s work on Coca-Cola and New York Life in particular as being one of the reasons the agency was selected without a review.

In a statement, Wall Street Journal publisher and svp at its parent, Dow Jones & Co., Karen Elliott House said, “We are delighted to have the opportunity to work with an agency the caliber of Berlin Cameron to create a campaign for the launch of the Weekend Edition. This agency has a track record of successful work for brands such as Coca-Cola, Pfizer and New York Life, and we look forward to working with them on this bold initiative at The Wall Street Journal.”

Billings were undisclosed on the new assignment, but Dow Jones spent $30 million in media to advertise its flagship brand, and from January to October 2004, it spent $20 million, per TNS Media Intelligence/CMR.

The New York agency’s other clients include Pfizer, Boost Mobile, Rubbermaid, Pernod-Ricard, White Wave’s Silk Soy Milk and Nestle Purina.