By Hank Kim and Jennifer Comiteau
NEW YORK–Grey Advertising is gaining creative responsibility for six additional brands following a review by Novartis AG, sources said.
The move by the Summit, N.J.-based company comes after a recent decision to place all its media buying duties at Ogilvy & Mather Worldwide. Grey here, which handles creative duties for Maalox and Ex-Lax, will keep those brands and pick up responsibility for Transderm Scop, Dulcolax, Desenex, and Cruex, which had been at Jordan, McGrath, Case & Taylor in New York. Grey also gained Lamisil and took Perdium from The Seiden Group here. Seiden kept the Habitrol brand. Bob Berenson, president of Grey USA, could not be reached.
JMC&T partially recouped its losses to Grey by being awarded the Thera-Flu, Triaminic and Tavist brands that were handled by Publicis/Bloom here.
The Sawtooth Group in Woodbridge, N.J., lost responsibility for Gas-Ex to TBWA Chiat/Day, which also gained Doan’s from JMC&T. TBWA, a Novartis roster shop in Europe, also secured the Ascriptin brand. NCI-Masterson Advertising here kept Choltrol, sources said.
Shops will handle media planning for their brands as well as creative duties. Agency executives could not be reached or declined comment. Novartis, the company that formed when Sandoz AG and Ciba-Geigy AG merged, declined comment. Novartis spent $195 million on advertising last year, according Competitive Media Reporting.
Car Contest Heating Up
By Teresa Andreoli and Jim Osterman
NEW YORK–Agencies have emerged in two more of the four regional reviews now being conducted by South Korean car maker Daewoo Motors.
The agencies are competing for creative and media planning duties; media buying chores will be addressed later in the year, sources said.
In the Northeast account review, the client, based in Daewoo America’s Northeast office in Ridgefield Park, N.J., sent out questionnaires to Kirshenbaum Bond & Partners, Korey Kay & Partners, Pedone & Partners and DiMassimo, all in New York; and to Eisner & Associates in Baltimore, sources said. Billings were not disclosed. The client will meet with the shops during the first two weeks of June, sources said.
In the Southeast, WestWayne, Austin Kelley Advertising and Tausche Martin Lonsdorf, all based in Atlanta, have each met with executives in the car maker’s regional office in Atlanta. Daewoo’s Southeast officials are assembling a strategic marketing assignment as a final exercise for the agencies, sources said. The shops will pitch for the estimated $10 million account this month.
Daewoo’s first regional review, which began in the Western region in January, is due to be decided shortly. Agencies contending for that business include Jackhammer, Dallas; The Mandala Agency, Bend, Ore.; Wiley
& Associates, Westlake Village, Calif.; Butler, Shine & Stern, Sausalito, Calif.; and Ground Zero in Santa Monica, Calif. This account is also estimated to be about $10 million and is being run out of Daewoo’s North American headquarters in Compton, Calif.
A San Francisco-based consultant, Il Ling New, is assisting with the Southeast and West reviews, sources said. Daewoo is also planning an agency search in the Midwest, which has yet to begin, said sources. The four agency winners could compete for a national Daewoo account estimated at $20-30 million in billings, said sources.–with staff reports
Jaguar Gives More To Ogilvy & Mather
By Michael McCarthy
NEW YORK–Ogilvy & Mather Worldwide has won a global corporate identity assignment from client Jaguar Cars.
The new assignment, which the agency won without a review, comes amid speculation that Jaguar will seek to consolidate its estimated $60 million global account at a single agency. Ogilvy currently splits the business around the world with sister WPP Group agency J. Walter Thompson Worldwide.
Mark Miller, a representative for Jaguar North America in Mahwah, N.J., confirmed that the client recently awarded Ogilvy a global ‘brand identity’ assignment.
The nonadvertising assignment involves ‘defining how the company speaks to itself,’ said Miller, and creating ‘a common language’ for Jaguar’s employees and agencies. Eventually, the assignment could affect all the company’s communications, including advertising and direct marketing efforts, Miller said.
Ogilvy convinced Jaguar to do a brand identity study by illustrating how such efforts have helped Ogilvy clients IBM and Ford Motor Co., sources said. Ogilvy is currently working on a new image campaign for Ford after winning the company’s corporate assignment from Wells Rich Greene BDDP last year. Ford bought the British luxury car maker in 1989.
The next step for Jaguar, said sources, could be to stage a face-off between Ogilvy and JWT. Ogilvy currently handles Jaguar North America–the company’s largest market with nearly 50 percent of sales–Jaguar Canada and Jaguar Spain, and will launch the nameplate in Mexico. JWT handles ads for Jaguar Cars Ltd. in Britain, most of Europe and the Asia/Pacific region.
The sibling rivalry between the two WPP agencies for Jaguar’s business is mirrored by a tug-of-war between the car maker’s dual management teams in North America and Britain, said sources.
Jaguars’ top executives are currently at the ‘conversation stage’ about the pros and cons of an agency consolidation, said sources.
When asked whether the agencies would compete for a unified account later this year, Miller said, ‘I suppose anything is possible, but we have no plans for a consolidation.’
–with Hank Kim
DDB Snares Canadian Club
By Cristina Merrill and Jennifer Comiteau
NEW YORK–DDB Needham has been awarded creative and media duties for Hiram Walker & Sons’ Canadian Club whiskey brand, sources said.
The print campaign that won DDB here the business and is likely to run nationally works around a ‘Club Rules’ theme. The tagline will be: ‘Honesty and age are what get you in,’ sources said. The various ‘rules’ will be displayed on poster ads in bars and will encourage ‘men to be men,’ according to sources. DDB has come up with about 50 rules.
One rule, for instance, says that it is OK to leave the toilet seat up. Another rule claims: ‘If the bartender starts to look pretty, you better leave.’ Print and outdoor ads will include a rule and an image to illustrate the idea. The bartender rule, for instance, is said to feature a coaster. A shot of the product appears in the corner of the ads.
DDB won the account after a review that included Wells Rich Greene BDDP here; Bozell Worldwide, Southfield, Mich.; and Hal Riney & Partners/ Heartland and Lois/EJL, both in Chicago. Incumbent Campbell Mithun Esty in Minneapolis did not participate. Agency executives and those at Hiram declined comment.
Although the Southfield, Mich.-based company, a unit of Allied Domecq, spent an insignificant amount advertising Canadian Club last year, sources said the brand’s budget would be considerably increased.
Volvo Eyes 7 Shops For Global Launch
NEW YORK–Seven ad agencies are making presentations this month for the launch of the Volvo S90/V90, a large-platform sedan and wagon that will be available globally next year.
The pitch will largely decide which agency will lead Volvo’s effort to create a global brand image.
Bob Austin, director of advertising for Volvo Cars of North America, confirmed the shops in contention are: Abbott Mead Vickers/BBDO, London; Dentsu, Young & Rubicam, Tokyo; Forsman & Bodenfors, Sweden; Gramm, Germany; Pirella Gottsche Lowe, Italy; Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York; and Euro RSCG in the Asia/Pacific region.
Austin said Volvo wants a lead global agency ‘that will set direction in the future for cars we introduce around the world.’ –David Kiley
WBBDO Lures Pair From Bates in Asia
By Cristina Merrill
NEW YORK — BBDO Worldwide has lured two top executives away from Bates Worldwide to shore up its team in the Asia/Pacific region.
Chris Jaques, 40, president of Bates Asia and a member of the Bates Worldwide management board, will join BBDO in September as chairman of BBDO Asia/Pacific. Jaques replaces David Sia, who left BBDO Asia/Pacific in March.
‘Asia is our top development priority,’ said Allen Rosenshine, BBDO’s chairman and chief executive officer. ‘In the last year alone we’ve strengthened agency management in six countries in the region to better serve our multinational clients.’
Jaques is bringing with him David Alberts as regional creative director. Alberts, 32, has been an executive creative director at Bates in Hong Kong since 1994, working on such accounts as Hongkong Telecom. He is expected to join BBDO by September. Both Jaques and Alberts will be based in Hong Kong.
At BBDO, Jaques will be responsible for offices that bill $715 million in about 13 countries. The two executives were hired by Jean-Michel Goudard, president of BBDO International, whose own task, since joining BBDO last year, has been to help build the agency’s global network.
FTC Says Camel Ads Target Kids
By Nora FitzGerald
WASHINGTON, D.C.–Advertising industry leaders had a mixed reaction last week to the Federal Trade Commission’s decision to take on R.J. Reynolds Tobacco Co. over ads for Camel cigarettes.
The FTC claims the ads violate federal law because of their alleged appeal to children.
On one hand, the charges may lead to unfair restrictions of commercial speech, ‘lowering the standards to the level of the sandbox,’ according to Association of National Advertisers executive vice president Dan Jaffe.
On the other hand, advertising lobbyists were slightly encouraged because they would prefer the FTC look at tobacco advertising on a case-by-case basis rather than have it banned wholesale by the Food and Drug Administration.
The complaint filed by the FTC over the ‘Joe Camel’ advertising campaign comes more than two years after the commission decided against challenging the Winston-Salem, N.C.-based company. The FTC now claims it has internal documents from RJR that prove the tobacco giant targeted kids. At issue is whether pre-smokers aged 14-18 were linked with Camel in documents that the FTC has subpoenaed.
The fact that RJR is contesting the charges ensures a long legal battle, according to constitutional scholars. The advertising will stay in place at least until legal proceedings begin, and probably until a decision is rendered. Administrative law judge James Timony here will hear the case, scheduled to begin June 24.
Also of concern to the ad industry is the FTC’s order that RJR conduct a public education campaign or some type of corrective advertising. The last time tobacco advertisers were required to air corrective ads was in 1968.
NEW YORK–Agencies in the East and Midwest emerged in the contest for Bridgestone/Firestone Inc.’s estimated $10 million account last week.
Lowe & Partners/SMS and Kirshenbaum Bond & Partners, both in New York, and D’Arcy Masius Benton & Bowles’ Troy, Mich., office are contenders for the creative and media planning and buying account. Nashville, Tenn.-based Bridgestone has invited those and a few undisclosed others to pitch for a combined image and retail account, said sources.
TBWA Chiat/Day’s retail spinoff The Persuasion Group, Venice, Calif., said it will defend the image account for TBWA here. It was not clear whether the Chicago Creative Partnership, which handles the retail portion, was participating. Bridgestone executives declined comment. –Teresa Andreoli with staff reports
Foot Locker Tests Agency Waters
By Michael McCarthy and Judy Warner
NEW YORK–Foot Locker, the nation’s leading sports shoe store chain, will talk to about a dozen agencies as part of a ‘resource assessment’ of its estimated $40 million ad account, currently handled by Bates Worldwide in New York.
Jack Aneser, senior vice president of marketing for Woolworth Corp.’s Athletic Group, which includes the Foot Locker, Lady Foot Locker, Kids Foot Locker and Champs retail chains, said last week that he has met with about six agencies and plans to meet with another five.
Aneser, a 38-year Woolworth veteran, said the talks are part of a ‘resource assessment,’ which the client ‘periodically’ performs in various areas of its business. ‘There is no agency review,’ he said, stating that Bates’ role as agency for all of the Athletic Group’s business was unchanged.
The results of the assessment, which will be completed in about a month, could range from a full-scale agency search, to a breakup of the account, or to Bates maintaining its current status. ‘Anything is possible,’ Aneser said.
Bates executives declined comment.
Woolworth spent close to $40 million in 1996 to support Foot Locker and the other chains under the Athletic Group, according to Competitive Media Reporting.
While Aneser declined to identify the agencies he has contacted or met with, sources said he has approached Hill, Holliday, Connors, Cosmopulos and Arnold Communications in Boston and Deutsch in New York. Foot Locker was in discussions recently with Cliff Freeman and Partners in New York, said sources. Agency executives either declined to comment or could not be reached.
The assessment does not include ad duties for the estimated $6 million Kinney Shoes account at Bates, Aneser said. Kinney operates under a separate division at New York-based Woolworth.
Bates began working with Foot Locker in 1994 when it absorbed the client’s longtime agency, AC&R. However, the relationship became rocky in recent months following the departure to other shops of several AC&R executives who also worked on the business at Bates. Among them were Steve Bennett, Doug Fidoten and Jennifer Brooke, said sources.
–with Hank Kim
Tee Time? Callaway Might Review
By Angela Dawson
LOS ANGELES–Callaway Golf, which recently tapped Dailey & Associates here to develop an ad campaign for its Biggest Bertha club, may soon launch a search for its first lead agency.
Ely Callaway, the 78-year-old founder and chairman of the Carlsbad, Calif.-based club manufacturer, said he is pleased with Dailey’s new campaign featuring golf pro John Daly, but added that the company may want to establish a more formal agency relationship.
‘We’re considering it very carefully,’ Callaway said. ‘We not only have a big product message to get out to the world, but we also have a corporate message. That’s what the agency would do.’
The client spent nearly $15 million on advertising last year, according to Competitive Media Reporting. Ads for its various golf club products have been handled in-house.
Dailey would have ‘an edge’ on other shops in an agency search because of its recent project work, Callaway said. Callaway and Cliff Einstein, Dailey’s chief executive officer and corporate creative director, are old acquaintances, and Einstein is personally overseeing the campaign at the agency.
The campaign, which includes TV as well as print ads running in golf magazines, is atypical among endorsement deals. Daly’s recovery from alcoholism is an integral element of the campaign. His contract with the client stipulates that he remain sober and continue to seek treatment as a condition of his endorsement deal with Callaway. The themeline, ‘Keep It Straight, John,’ was the brainchild of the former PGA winner himself.
One TV ad alludes to Daly’s condition with the opening, ‘He’s healthy. He’s ready. He’s back.’
‘It’s supposed to look like a movie trailer–a fallen hero entering the field of battle,’ Einstein said. ‘We are literally his support system. Advertising is part of his cure.’ That ad and a second broke last week during the broadcast of the PGA tournament.
Wins Pearle Vision
By Stephen Levine
NEW YORK–McCann-Erickson last week won Pearle Vision Centers’ estimated $25-30 million advertising account, which includes all creative and media planning and buying duties.
The account had been handled for five years by GSD&M in Austin, Texas. The incumbent did not defend the business.
McCann bested finalists W.B. Doner & Co., Southfield, Mich., and Publicis/Bloom, New York, for the account.
Jim Heekin, McCann-Erickson’s North America president, said the company’s established tagline, ‘Nobody cares for eyes more than Pearle,’ would likely remain in the New York shop’s new campaign, which is scheduled to air nationally by midsummer. ‘We want to dramatize that line to make it relevant to baby boomers today,’ said Heekin.
Heekin said it is ‘an open-ended question’ as to whether Dr. Stanley Pearle, the company’s founder and longtime pitchman, would be featured in future ads.
Pearle Vision last year became a unit of Cleveland-based Cole National Corp. and is one of the nation’s largest eyewear retailers with approximately 700 stores. Cole also operates about 1,000 outlets in such retailers as Sears, Montgomery Ward and Target, under those stores’ names. holy cow, adman!What is it about the humble cow that advertisers like so much?
A herd of recent ads–including Fallon McElligott’s new Miller Lite spots for the Texas market–and dozens of clients have their fortunes linked, for better or worse, to our bovine friends.
Gateway 2000, for instance, recently painted ads for its computer services on live cows in a field near its Petaluma, Calif., base.
Apparently, the cow’s appeal is international: In a current spot for Heinz Ketchup (shown here) by Leo Burnett in Bogota, Colombia, the sight of a bottle of ketchup has a cow fleeing in horror. ‘Eighty-five percent of the world’s cows are eaten with Heinz Ketchup’ is the tagline.
Some braver bovines appear in an outdoor ad for Atlanta-based Chick-fil-A, in which cows scrawl: ‘Eat Mor Chickin’ on a billboard.
John Mead, chief creative officer at McCann-Erickson, Troy, Mich., (the agency which featured cows in a recent spot for the Buick Century,) believes consumers relate to cows more than, say, alligators or giraffes. ‘Have you ever driven down a road and watched a cow’s head turn? They all turn and look at you. It could make you a little paranoid,’ he said.hershey’s gets a kiss goodbyeWhen is a promise better than a kiss? According to M&M/Mars, it’s most of the time.
In a three-month, ‘independent,’ head-to-head national taste test commissioned by the confectioner, 71 percent of Americans preferred Dove Chocolate Promises over Hershey’s Kisses on three counts: overall taste, rich chocolate taste and texture.
Not only did Promises prevail in such strongholds as Hackettstown, N.J., the corporate headquarters of M&M/Mars, but also in such seemingly hostile territory as Hershey, Pa., where nearly 60 percent of respondents sided with Promises.
In fact, Hershey’s Kisses prevailed in only three states: Minnesota, South Dakota and West Virginia. Predictably, M&M/Mars representatives could not account for these Hershey victories at press time.
To coincide with the unveiling of the survey’s results, Grey Advertising in New York broke a 30-second TV spot called ‘Wannabe.’
It shows a computer-animated beauty contest between a Hershey’s Kiss and a Dove Chocolate Promise, with the latter being crowned the winner.WHEN IT RAINS, IT POURSThis year’s Indianapolis 500 race was envisioned by Young & Laramore as the beginning of the Monsoon season–Monsoon being a car audio system line owned by Kokomo, Ind.-based Delco Electronics.
They may have tempted fate.
The Indianapolis agency planned to use the May 25 race as the venue to launch advertising for the Monsoon brand name. The Delco 500 Festival Parade was changed to incorporate the name and Y&L created dramatic TV and print advertising to run during the parade and the race itself.
One TV spot (shown here) shows a woman increasing the volume on her car stereo, which causes a torrential downpour to begin. ‘You turn it up and get drenched,’ says the voiceover. The tagline is ‘Power. Attitude. Audio. For the Road.’
The problem was that the race itself was drenched. Rain forced a delay until Memorial Day, May 26. Then more rain caused another postponement until May 27, when much of the TV audience was back at work.
At least the Monsoon print campaign has gone forward as scheduled. Ads are headlined: ‘Ever been drenched in sound?’READY WHEN CAL’S NOTOn the day that Cal Ripken is forced by injury or some other happenstance to miss the first game of his16-year Major League Baseball career, Fram oil filters is ready to roll an alternative spot to one now on air starring the Orioles third baseman.
In the current spot, the ‘Iron Man’ is cruising to a game in a ’59 Cadillac while confessing his worst nightmare. In it, his car sputters and breaks down. A play-by-play announcer on the car radio reports an unknown player named Bigelow takes Ripken’s place in the lineup. The spot ends with Ripken explaining that in reality he doesn’t have to worry about such problems because he uses Fram oil filters. ‘As dependable as the people who use them’ is the tagline.
In the alternate spot, the setup is the same, only this time Ripken is driving a borrowed car with a BIGELOW license plate. The car breaks down because its owner doesn’t use Fram products.
Both spots were shot during spring training in Fort Lauderdale, Fla., and created by Arnold Communications of Boston.
His fans, no doubt, hope never to see the alternate spot.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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