Mazda Starts Contacting Shops, Eyes 10
LOS ANGELES–Mazda Motor of America has begun contacting top creative agencies around the country, including Kirshenbaum Bond & Partners in New York, Wieden & Kennedy in Portland, Ore., and Goodby, Silverstein & Partners in San Francisco, according to sources. W&K and Goodby have declined to participate in the review for the $250 million account, sources said. The Irvine, Calif.-based client plans to contact approximately 10 shops and select a group of about four finalists, sources said. A Mazda representative said he was unaware that any agencies had been contacted yet.
Starbucks Looks for Local Marketing Resources
LOS ANGELES–Starbucks Coffee Co. has retained Select Resources International here to help the Seattle-based client conduct a series of reviews throughout the U.S. and Canada. Starbucks is looking for “small, specialized marketing companies” to handle local marketing other than the creation and placement of ads, according to SRI’s Mike Agate. The review does not affect Starbucks’ relationship with Goodby, Silverstein & Partners in San Francisco, which handles national advertising. The client has begun its search in the Midwest and the East, Agate said.
TBWA Chiat/Day to ‘Think Different’ for Apple
NEW YORK–As expected [Adweek, Aug. 11], TBWA Chiat/Day will employ the theme “Think different” in its first ads for Apple Computer since winning the account earlier this month. “The strategy [for the campaign] will be a celebration of creativity and individualism,” said chairman and chief creative officer Lee Clow. “That’s what the brand has always been about,” he said.
GMO and Others to Contend for Dell Assignment
SAN FRANCISCO–Executives at Goldberg Moser O’Neill said that the agency has been invited to pitch “a special project” for Dell Computer, for which GMO currently handles an estimated $40-60 million in domestic advertising. Mike Massaro, GMO executive vice president and chief financial officer, would not comment on the specifics of the project, which sources described as a global image assignment. Massaro was emphatic that GMO’s status as Dell’s domestic ad agency remains intact. The Austin, Texas-based client did not return calls by press time. Also participating in the pitch are Grey Advertising and Young & Rubicam, both in New York, and J. Walter Thompson’s Chicago and New York offices, said sources.
W&K Taps New Nike Global Director
LOS ANGELES–Wieden & Kennedy in Portland, Ore., has hired Ben Kline as global director on its Nike account. Currently a group director at Fallon McElligott in Minneapolis, Kline will replace Jim Ward, who recently left W&K to head marketing for LucasFilm. “[Kline] is a very bright, seasoned, smart, aggressive leader and a good judge of creative talent,” said Dave Luhr, W&K’s director of account services.
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