Salomon Leaves Kelley/Dexter
BOSTON–Salomon North America in Georgetown, Mass., one of the country’s leading makers of ski equipment and accessories, has moved its ad account, estimated at $10 million in billings, from Kelley/Dexter in Boston to Carmichael Lynch in Minneapolis, sources said. The account was one of Kelley/Dexter’s largest. Officials at the two agencies and the client could not be reached for comment by press time.
Bates Unveils First Work for CVS, Revco
BOSTON–Bates USA, New York, has crafted its first ads for Woonsocket, R.I.-based pharmacy chain CVS since winning the business this summer. Three 30-second holiday spots running through year’s end carry the tagline, “One at a time,” and focus on the caring service CVS provides customers. One of the spots has been customized to promote the Revco chain of drugstores, which CVS purchased this year in a deal estimated at $3 billion. A large-scale TV branding push from Bates using the new tagline will begin to roll out in January, said CVS official Fred McGrail. The spots will initially air in Northeastern and mid-Atlantic markets that have CVS stores and then expand into the Midwest and Southeast, as Revco stores in those markets are brought under the CVS banner. CVS would not confirm annual spending, which has been estimated by sources at $35-40 million.
American Stock Exchange Postpones Search
BOSTON–The American Stock Exchange has halted the review for its $6 million ad account, sources said. Vying for the business are: Mullen, Wenham, Mass.; Hill, Holliday/Altschiller and Brouillard Communications, both New York; Gillespie, Princeton, N.J.; and The Martin Agency, Richmond, Va. A client official said the Exchange was not close to a decision but would not confirm that the process is on hold. Sources said the search has stalled.
Conn. Beckons High-Tech Firms
BOSTON–Mintz & Hoke in Avon, Conn., has created a $600,000 campaign to lure high-technology companies and workers to the Nutmeg State. Orchestrated by the Connecticut Economic Resource Center, a nonprofit organization, the “Connecticut: Where Technology’s Going” campaign trumpets the state’s business-friendly atmosphere and high percentage of technology workers. Print ads are now running in various national business publications, and radio and TV commercials are in the works.
New Balance to Break Its Largest Ad Effort
BOSTON–New Balance is getting ready to launch the biggest advertising campaign in its history. The print and broadcast effort, from Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York, is slated to break during the first quarter of 1998. The Boston company, which has been spending less than $5 million on advertising a year, expects to boost that budget to about $13 million. The company, which has not advertised on TV in years, will encourage consumers, as it does in its print campaign, to “achieve New Balance.”