Doner Readying First Mazda Work
NEW YORK–Advertising breaking next week for the resdesigned Mazda Miata is built on the new brand statement “Get in. Be moved,” Brandweek reports. It is the first work for the client from W.B. Doner & Co., Southfield, Mich., which took over creative duties on the $240 million Mazda North American Operations account last October.
Rubin Postaer Wins $21 Mil. Healthcare Account
LOS ANGELES–Rubin Postaer and Associates’ media division, rpm, Santa Monica, Calif., has picked up the media portion of the Charter Medical account, following an informal review of agencies and media buying firms, according to sources. The Atlanta-based client met informally with ICG Media, Los Angeles and BBDO South, Atlanta, sources said. Charter spent nearly $21 million on advertising from January through November 1997, according to Competitive Media Reporting.
Bozell’s First Work for Hilton to Stress Service
LOS ANGELES–Bozell Worldwide’s first campaign for Hilton Hotels will highlight the chain’s “great service and great locations,” according to Ken Sakoda, the Costa Mesa, Calif., agency’s executive vice president, creative director. The shop won the estimated $40 million account last week, after a review. “No other chain can run this campaign,” Sakoda said. “Hilton has a unique history, and we had to bridge the gap between the past and the present [in the advertising].” Working with its London office, Delaney Fletcher Bozell, the agency only pitched one creative concept to the Beverly Hills, Calif.-based client during the lengthy review, Sakoda said. Its first work for the worldwide hotel chain will break in June.
Clarion Car Audio Begins Agency Search
LOS ANGELES–Clarion Car Audio has launched a review for its estimated $2-3 million account, according to sources. The Gardena, Calif.-based car electronics manufacturer is holding chemistry checks with eight Southern California shops. The winning agency will handle ad duties for the launch of the AutoPC, Clarion’s voice-operated car multimedia system, developed with Microsoft. Four finalists will be selected soon to make speculative creative presentations. A decision is due within the next month. Mark Thiese, Clarion’s director of marketing, is heading up the review.
Citron, Haligman Breaks Dreyfus Campaign
SAN FRANCISCO–Citron Haligman Bedecarre in San Francisco will launch a TV and print branding campaign for Dreyfus’ retirement programs next week. It is the first campaign the agency has created for Dreyfus’ retirement services. The ads are the result of an in-depth research project the agency conducted on attitudes toward retirement among people in their 40s and early 50s. Citron also picked up two new Dreyfus assignments: an interactive media project and advertising for a new asset management product.