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Arnold Crafts $100 Mil. Effort for McDonald’s
BOSTON–Describing McDonald’s national branding efforts as fragmented and inconsistent, Arnold Communications in Boston is creating a $100 million brand and promotional effort for the regional co-op groups it handles. The campaign so far consists of a 60-second “anthem spot” that features Donna Summers crooning new lyrics to her hit song “She Works Hard for the Money.” “McDonald’s is an American icon that has lost some of its shine,” Arnold chief creative officer Ron Lawner said. “We’re looking to put some luster back on the golden arches.” McDonald’s lead agency DDB Needham Chicago is in production on several image spots that will break through the year. One spot, “Crew Futures,” is airing currently. All ads continue the tagline, “Did somebody say McDonald’s?”
DuPont Moves Assignments to Doner
DETROIT–DuPont Dacron SBU, a DuPont operating unit, has named Doner, Southfield, Mich., agency for several brands, including Thermolite, Comforel, CoolMax and Supriva. Doner is producing advertising, retail promotions, collateral and package design for the company. The account is estimated at $8-10 million. Doner’s first work will be a global multimedia campaign debuting later this month for Thermolite that will include consumer, trade, Internet and radio ads, as well as public relations. The new tag is, “Come on. It’s nice outside.”
Valentine Radford Sells Off Revolution
CHICAGO–Valentine Radford, of Kansas City, Mo., sold creative unit Revolution back to its president, Bob Remack. Agency president Chuck Curtis said funds from the sale will be used to invest in Internet and marketing services for VR.
DMB&B Uses Digital Domain for Grand Am
DETROIT–D’Arcy Masius Benton & Bowles breaks a new campaign today for General Motors’ Pontiac Grand Am that uses digital imagery created by James Cameron’s Digital Domain unit. The first 30-second spot, “City,” is completely computer-generated and features a stark steel landscape. A second spot, “Desert,” will follow later in March. The tagline remains, “Excitement. Well built.” Print ads will debut in April lifestyle publications. DMB&B, Troy, Mich., is national agency for GM’s Pontiac division.
3 Agencies Vie for Navistar International
CHICAGO–Navistar International Corp. here has named three shops to contend for its $6-7 million ad account. The agencies are: Arnold Communications, Boston; Fallon McElligott, Minneapolis; and Howard, Merrell & Partners, Raleigh, N.C., said Andy Opila, the client’s vice president of branding. The heavy truck manufacturer split with Ogilvy & Mather, Chicago, last month.
For the Record
Norwest Corp. acquired Wells Fargo & Co., not vice versa [Adweek, Feb. 15].