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Living.com Raises Stakes, Narrows Field
DALLAS–Online home furnishings retailer Living.com, based in Austin, Texas, has chosen three agencies to make final presentations in the bid to launch its e-commerce business in July. Additionally, a client representative said the size of the account has increased from a $5 million print-only campaign to a $20 million multimedia effort. Agencies still in contention are: Leo Burnett, Chicago; McCann-Erickson Southwest, Houston; and The Richards Group, Dallas.
Fogarty PR Gains Discount Mega Mall
DALLAS–Fogarty Klein & Partners Public Relations in Houston won the public relations account of Katy Mills, a giant off-price retail and entertainment center operated by The Mills Corp. of Arlington, Va. The 1.3 million square foot site near Houston will open in October. Mills’ malls average 15-20 million visitors per year and are strong tourist attractions. In Florida, the company’s Sawgrass Mills complex is second only to Disneyworld in number of annual visitors.
Sister Shops Form Hispanic Joint Venture
DALLAS–Manning Selvage & Lee in New York and Bromley Aguilar + Associates in San Antonio announced last week they have formed a joint public relations venture to target their clients’ fast-growing Hispanic markets in the U.S. and Latin America. The operation will be known as Bromley/MS&L. Deborah Charnes Vallejo of Bromley Aguilar will be managing director. Both agencies are divisions of The MacManus Group.
WarrenCordes Acquires Higdon & Higdon
DALLAS–The one-year-old marketing communications firm WarrenCordes+McCullar, Austin, Texas, has won the direct mail account of Higdon & Higdon, also in Austin. Higdon & Higdon analyzes and negotiates employee benefit packages. The approximately $500,000 direct mail campaign is part of a year-long strategy to increase the client’s customer base in the Austin and San Antonio markets.
Arnold’s VW Advertising Rates Top Obie
NEW YORK–The Outdoor Advertising Association of America awarded the 1999 Obie Best of Show and a $50,000 prize to Boston’s Arnold Communications for its Volkswagen Beetle work. Executions in the winning campaign read: “0 to 60? Yes,” “Comes with wonderful new features . . . like heat,” “Suddenly, the world’s glass is half full again” and “Hug it? Drive it?” Other Obie winners: Colby Effler & Partners, Santa Monica, Calif., for California Pizza Kitchen; TBWA/Chiat/Day, Playa del Rey, Calif., for ABC Television; Leo Burnett & Co., Chicago, for Hallmark; Peterson Milla Hooks, Minneapolis, for United Way; Cliff Freeman and Partners, New York, for Sauza Tequila; and The Smith Agency, Fort Lauderdale, Fla., for Anonymous (“God” billboards). Budweiser was also inducted into the Obie Hall of Fame, joining the likes of Levi Strauss & Co., Burma Shave and Volkswagen.