Borders Moves Media, Reviews Creative

DETROIT–Borders Books & Music in Ann Arbor, Mich., is talking to five undisclosed agencies about the creative portion of its $5-10 million account. Media planning and buying have been assigned to Carat North America, New York. Incumbent Perich + Partners in Ann Arbor is not participating in the creative review, but Borders said it might work with Perich in the future on projects.

Snapple to Deutsch; DiNoto Lee Adds Mistic

NEW YORK–Deutsch here was awarded the $35 million Snapple account without a review from the brand’s new owner, Triarc Beverage Group in New York. As a result, Triarc is moving the $10 million account for its Mistic beverages to startup DiNoto Lee here from Deutsch, according to Ken Gilbert, senior vice president of marketing for Triarc’s Mistic unit in White Plains, N.Y. Deutsch unveiled its first Snapple ad last week, featuring the return of ‘Wendy,’ a character used in past Snapple advertising.

DowBrands Begins $12 Million Campaign

CHICAGO–The TV component of a $12 million campaign from DowBrands for a line of antibacterial cleansers breaks today. A 30-second broadcast and cable network spot from Campbell Mithun Esty, Minneapolis, shows how the Dow Antibacterial Multi-Purpose Cleaner removes grease and kills germs left by messy children.

MasterCard Presentations Under Way

DALLAS–MasterCard International has heard presentations from two of the five contenders for the creative portion of its $85-90 million account. GSD&M, Austin, Texas, presented last week, following an earlier presentation by Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York. The remaining contenders–Grey Advertising and McCann-Erickson, both New York, and Leo Burnett, Chicago–are scheduled to present next week. Extensive consumer testing of spec creative will follow, according to insiders, with a decision expected in December.

Oscar Mayer Renews Talent Hunt

CHICAGO–Oscar Mayer Foods in Madison, Wis., begins its third annual talent search promotion on June 18. TV and print ads from J. Walter Thompson here invite kids to attend auditions or submit tapes of themselves singing the company’s jingle. The winner will appear in future advertising.

Wickes Reassigns Creative

CHICAGO–Wickes Furniture in Wheeling, Ill., moved the creative portion of its estimated $5 million account, previously at Eire Partners (since renamed Chicago Creative Partnership), to Nathan Advertising here. Media for Wickes Furniture, which has stores in six markets across the nation, is handled by Western International Media here.

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