– Mazda’s New Work Drops ‘World’ Theme
NEW YORK–In an effort to “elevate the brand,” Mazda will drop its “Mazda world” theme in a May ad campaign, said Steve Odell, the carmaker’s vice president of marketing and sales. The new campaign from Doner in Southfield, Mich., will retain the “Get in. Be moved” tagline for vehicles like the Miata and RX7, he said.
– McDonald’s Moves to ‘Smile’ Tag
CHICAGO–DDB previewed eight spots from its new ad campaign last week at the McDonald’s worldwide convention in Orlando, Fla. The work is tagged “We love to see you smile,” and is set to break June 30. The line replaces the three-year-old “Did somebody say McDonald’s?” Also shown were two spots from African American shop Burrell Communications, Chicago, and one from Hispanic shop del Rivero Messianu, Coral Gables, Fla. DDB, Chicago, is the lead shop on McDonald’s $600 million account.
– Starcom Wins Disneyland Media Planning
CHICAGO–The Walt Disney Co. has awarded media planning duties for its $11 million Disneyland theme park account to Starcom USA here, sources said. The incumbent, Initiative Media, Los Angeles, will continue to handle media buying. Starcom handles media planning for the company’s Disneyworld and Disney Cruise Lines accounts, while B COM3 partner Leo Burnett handles creative duties for all three. Starcom officials declined comment.
– Goes to Powers/Sive
CHICAGO–Powers/Sive, Cincinnati, has been named agency of record for following a review. The Internet-based communications company in Tustin, Calif., is designed for independent insurance agents and the insurance carriers conducting business with them. The agency will focus on product branding strategy, advertising in insurance publications and public relations. Billings were undisclosed.
– WonderGroup Lands 2
CHICAGO–Kids marketer WonderGroup in Cincinnati has landed two new clients without reviews. The $3 million in new business comes from Cincinnati-based N-2 and preschool construction toy manufacturer MegaBloks in Montreal, Canada. The agency will focus on N-2’s action figures and plush toys tied into Animal Planet’s The Crocodile Hunter.
– Olson + Co. to Buy Firewerks
CHICAGO–Olson + Co. in Minneapolis is expected to acquire crosstown agency Firewerks, sources said. Firewerks, with clients such as Target Stores, Mervyn’s California and Grand Casino, is owned by HMS Partners in Columbus, Ohio. Agency officials either could not be reached or declined comment.
– Bozell, Origin Form Alliance
LOS ANGELES–Bozell Kamstra Advertising, Minneapolis, has formed an alliance with Origin Communications, Colorado Springs, Colo., to work with emerging companies from startup through the IPO stage and beyond.