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Burnett Wins Disney World’s Hispanic Marketing
ATLANTA–Leo Burnett Hispanic, Chicago, defeated Bromley, Aguilar & Associates in San Antonio, Texas, and The Bravo Group in New York to secure the inaugural Hispanic account of Walt Disney World of Lake Buena Vista, Fla. Leo Burnett already represents the general market accounts for WDW, Disneyland, Disney Cruise Line and The Disney Institute. A WDW official said Leo Burnett Hispanic’s insights “hit the mark a little bit more” than its competitors. Billings on the account were undisclosed.
Doner Assigned Imperial Tobacco Account
DETROIT–W.B. Doner & Co., Southfield, Mich., was named agency of record for Imperial Tobacco Ltd.’s Mercer brand of natural tobacco cigarettes in the U.S. Billings are estimated at $2 million. The Montreal-based company said Bozell Worldwide and Partners & Shevack, both in New York, were among the six shops considered, but declined to identify other contenders.
Chevy Corvette Gets Motor Trend Honor
DETROIT–The Chevrolet Corvette will be named Motor Trend magazine’s 1998 Car of the Year today at the vehicle’s manufacturing plant in Bowling Green, Ky., said Chevrolet representative Dan Hubbert. Beginning tomorrow, the General Motors division will launch a print campaign in several national newspapers touting the award. Campbell-Ewald Advertising, Warren, Mich., is Chevrolet’s national agency. A magazine ad will run from February through September in a variety of magazines, including auto enthusiast and business titles, as well as the major news weeklies.
Wyse Draws on Dilbert for Office Depot
CHICAGO–Wyse Advertising, Cleveland, breaks its first campaign for Office Depot on Nov. 27. Two 30-second TV spots, using the comic-strip character Dilbert, will air on broadcast and cable networks. Spots are tagged, “Business is crazy. But Office Depot makes sense.” Wyse won the Delray Beach, Fla.-based client’s $30 million account in October.
CEA Launches ACDelco Brand Campaign
DETROIT–Campbell-Ewald Advertising in Warren, Mich., launched a campaign for ACDelco, General Motors’ replacement auto parts, as part of a push to establish the brand as the most dependable, said Ken Robinson, GM Service Parts Operations advertising director. A TV spot, tagged “If you’re not asking for it, you’re asking for it,” broke Nov. 22. Two more TV spots will join the first spot over the next few months.
Burnett Handling P&G Test Product
CHICAGO–Procter & Gamble has assigned Leo Burnett responsibility for Dryel Fabric Care System, a new product that will be test marketed in February. The product is an in-home kit to be used on apparel normally requiring dry cleaning. No budget was disclosed.