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Toth, Frierson Remain in Wrangler Review
ATLANTA–Bayless/Cronin has been eliminated from the estimated $30 million Wrangler Jeans mass market agency search, according to sources. The two remaining shops–New York’s Frierson Mee + Kraft and Toth Brand Imaging of Concord, Mass.–have been asked to provide the client with references. Bayless/Cronin principal Tim Bayless said his shop was eliminated because the client is seeking an agency with fashion experience to build a more fashion-oriented brand, a tact the Atlanta-based shop specifically rejected in its pitch. “We looked right down the gun barrel of conventional fashion work and said that wasn’t where Wrangle should be as a mass market brand sold in WalMart, K-mart and Target,” Bayless said. Mark Clift, the Greensboro, N.C., client’s general manager of marketing, said a decision may come this week.
Bay State Bows ‘Dot Commonwealth’ Campaign
BOSTON–An effort to position Massachusetts as a leader in the dot.com revolution is being powered by local agencies including Arnold Communications in Boston and Weber Public Relations Worldwide in Cambridge, Mass. Arnold created the name of the new initiative–the.commonwealth–and the tagline, “Massachusetts. The state of things to come.” TVisions of Cambridge, Mass., designed its Web site (www.the.commonwealthmass.com). Arnold managing director Ken Umansky is leading a team of 20 agency staffers working on the pro bono account.
GM DriverSite Finally Gets Moving
BOSTON–General Motors’ first used-car Web site has launched after a three-month delay. DriverSite, designed by Mullen in Wenham, Mass., was blocked by a recently enacted Texas law that prevents auto manufacturers from owning dealerships. The Detroit automaker complied with the law by selling to a local GM dealer DriverSite’s Houston store, where shoppers test drive and complete purchases.
Labatt USA Puts Sol in Play
NEW YORK–Labatt USA’s Sol beer is searching for a shop to handle creative duties on its $10 million account, sources said. The Kiernan Group, Wilton, Conn., which did not return calls, is overseeing the search for the Norwalk, Conn.-based client. Incumbent Amster Yard, New York, said it resigned the business.
NewsPage.com Rebrands as Individual.com
BOSTON–NewsPage.com, a free Internet news service, relaunches today as Individual.com. The company is a subsidiary of Burlington, Mass.-based NewsEdge Corp., formed two years ago by the merger of Individual Inc. and Desktop Data. More than $4 million worth of radio, print and outdoor ads crafted by Grey Advertising, New York, will run through year’s end. The tagline: “It’s news to you.” Print ads feature actual headlines set against a background consisting of the words “blah, blah, blah.” TV spots are due up next year