Gearon Hoffman Selected to Relaunch Grolsch
BOSTON–Gearon Hoffman here has been tapped to reintroduce Grolsch beer in a campaign set to break later this year, said agency president Bob Hoffman. The import brand has not been advertised in the U.S. in recent years. Gearon Hoffman picked up the assignment based on its work for the Devil Mountain microbrew. Both Devil Mountain and Grolsh are distributed by House of Seagram in New York. No conflict exists between Grolsch and longtime Gearon client Boston Beer Co. since its Sam Adams brand is a domestic microbrew and Grolsch is an imported lager, Hoffman said.
Zahorsky, Beaz Join Omnicom
BOSTON–Karen Zahorsky has been named executive vice president of the Diversified Agency Services unit of agency holding company Omnicom in New York. She will oversee business development for the unit’s marketing services and specialty advertising. Zahorsky has run Boston-based Baez Zahorsky since 1993; Omnicom was one of the consulting firm’s clients. Before that, she served at direct marketing shop RCM Cabot in Boston. Omnicom has absorbed Baez Zahorsky; partner Carmen Baez has joined the Diversified Agency Services unit as an executive vice president overseeing Latin American expansion, according to Tom Harrison, president of the unit.
Mullen Exits From Cable Network Pitch
BOSTON–Mullen in Wenham, Mass., has withdrawn its bid for the $10-12 million American Movie Classics account due to scheduling conflicts, according to Mullen representative Kitty Bartholomew. The agency was a finalist along with Jerry & Ketchum and Margeotes/Fertitta + Partners, both in New York.
Feinstein Partners Changes Name
BOSTON–Feinstein Partners in Cambridge has changed its name to Feinstein Kean Partners to reflect the contributions of agency partner Marcia Kean. In addition, founder Peter Feinstein became the shop’s chief executive officer and chairman.
Green Mountain Coffee Adopts a New Look
BOSTON–Leslie Evans Design Associates in Portland, Maine, has created a new positioning line for Green Mountain Coffee, which is based in Waterbury, Vt. ‘Sip and relax; you’re on Green Mountain time’ appears on packaging along with a redesigned logo.
NEBA Extends Deadline for New Media Entries
BOSTON–Those wishing to submit new media entries for the New England Broadcasting Association’s 1997 Best of Broadcasting awards competition
now have until May 9. Geoff Miller, a vice president at Boston’s Strategic Interactive Group is overseeing the new media portion of the competition. Call (617) 426-3575 for information.
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