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A Heater Relaunches Arena Swimwear BOSTON--Arena has tapped Heater Advertising to relaunch its swim gear in North America. The Munich-based company places second to Speedo in worldwide sales, but due to a change in trademark ownership, has not sold its brand in the U.S. since the early 1990s, said William Bettencourt, general manager of Foxboro, Mass.-based Arena North America. Product-focused print ads with the tagline "What it takes to win" are running in swim magazines through 2000. Arena is handling media buying. The cost of the campaign is undisclosed. A Boston Beer Kicks Off $20 Million Review BOSTON--Samuel Adams brewer Boston Beer Co. is conducting a $20 million media review. The Boston company split with Universal McCann, New York, this month and creative duties were given to McCarthy Group in Princeton, N.J. New York consultant firm Papazian & Ephron is managing the review. A Andreliunas Joins IWant.com, Halts Review BOSTON--John Andreliunas has joined e-commerce company Iwant.com as vice president of brand marketing and placed its agency review, which had dragged since the summer, on hold. The Burlington, Mass., client said it would spend $10-20 million on ads, but has been slow to realize venture financing. For the past four years, Andreliunas has been with Salomon North America, an outdoor sports brand that was acquired by Adidas in 1997, where he served as vp of marketing. There is no timetable for reviving the review, he said. A HHCC Drops Out of Rockport Race BOSTON--Hill, Holliday, Connors, Cosmopulos has pulled out of the $7 million Rockport review. DiNoto Lee, New York, and Roche Macaulay & Partners, Toronto, remain. It is unclear whether Rockport official Stefanie Lucas, who is conducting the review, is seeking new contenders. She did not return calls by press time. The Marlborough, Mass.-based company, owned by Reebok, split with two-year incumbent Kirshenbaum Bond & Partners, New York, in August after failing to agree on a new contract. A Hifi.com Links With AOL BOSTON--Hifi.com has inked a deal with America Online, enabling the audio and video retailer to reach 46 million potential customers. The Newton, Mass.-based Web site will have prime placement on Shop@AOL, AOL.com, Compuserve, Netscape and Spinner shopping destinations. The agreement is part of the company's branding strategy developed by Mullen, Wenham, Mass. The terms of the deal are undisclosed. Hifi.com is a subsidiary of Creative Technology, which also owns Cambridge Soundworks. A For The Record Partners & Simons dropped out of the review for Abuzz Technologies [Adweek, Nov. 15] before a list of contenders was drawn up. Andy Sack is the former chief executive officer of Abuzz, and the company's Beehive technology is not being used on Abuzz.com.

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