Hotline

– GTE Unit Taps Mullen; Monster Reviews Aussie Biz
BOSTON–Mullen has been tapped to create a brand position for Internet service provider GTE Internetworking, according to vice president of marketing Jan Ledbetter. Billings have not been determined since GTEI has only begun to identify its positioning and how it will market itself, Ledbetter said. Mullen executives declined comment. Burlington, Mass.-based GTEI had worked with a variety of shops, but Mullen represents its first agency of record, Ledbetter said. Separately, Monster.com dismissed talk that it is dissatisifed with Mullen and confirmed it is reviewing agencies in Australia. Mullen, Wenham, Mass., is not involved in that pitch but looks to collaborate with the winner, said agency president Joe Grimaldi.

– Gomez Picks Late Entrant DiMassimo
BOSTON–Gomez Advisors has awarded its advertising account to DiMassimo, one of two late entrants in a review completed last week. DiMassimo, New York, and Holland Mark Edmund Ingalls, Boston, jumped into the review after Deutsch Boston withdrew two weeks ago. Heater Advertising and Modernista!, both in Boston, also were in the running for the business, which a client official said may bill in the eight figures. Gomez, a technology research group in Lincoln, Mass., has no agency currently aboard.

– CGN Adds Arnold VP to Management Team
BOSTON–CGN Marketing & Creative Services here has appointed Scott Madden senior vice president. Madden was a vice president and management supervisor at Arnold Communications, where he led a 25-member team on accounts such as Dowjones.com and The Wall Street Journal’s interactive edition and executive career resource site. At CGN, Madden will work on strategic planning, account management and new-business development.

– Oxygen Inks Major Marketing Deals
NEW YORK–After its first week on the air, Oxygen Media has received more than $70 million in co-marketing commitments from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble and RightStart.com. The brainchild of Geraldine Laybourne, Oxygen launched on Feb. 2 as both a basic cable and Internet network designed to reach women. Mullen, Wenham, Mass., is the company’s agency of record.

– Cronin Teams With Web Shop Brainbug
BOSTON–Cronin & Co. of Glastonbury, Conn., has formed an alliance with Brainbug, a Web developer and online marketer, to provide its clients with full Internet capabilities. Farmington, Conn.-based Brainbug is part of the Outrider/Tempus Group, based in the U.K.

– 3 Brodeur Partners Adopt Worldwide Brand
BOSTON–Three international partners of Brodeur Worldwide have adopted the name of the Boston-based technology public relations firm. Brodeur A Plus, London; Brodeur Schoep & Van der Toom, Amsterdam, the Netherlands; and Brodeur Technology, Sydney, Australia, all have been renamed Brodeur Worldwide. Brodeur Worldwide, part of the New York-based Omnicom Group, has a minority stake in each of the three firms.