Hotline

Trinity Communications Trims Staff

BOSTON—Trinity Communications last week confirmed the loss of 11 employees through layoffs and attrition. The Boston agency retains about 60 people and no further cuts are imminent, said Trinity president Dan Logan, who attributed the reduction mainly to the slowdown in the high-tech sector. Smash Advertising and Leo Burnett Technology Group, both in Boston, and Mintz & Hoke, Avon, Conn., also recently cut staff.

VW Scopes Shops for German Launches

BOSTON—Arnold Worldwide is angling for the launch of the Passat W8 and the luxury D1 automobile on Volkswagen’s home turf in Germany, sources said. Boston-based Arnold, which works for Volkswagen of America, is likely teaming with its sister Havas agency Rempen & Partners in Düsseldorf. Also pitching the estimated $20 million business are DDB Worldwide’s Berlin office, which handles the automaker’s German account, Grey Worldwide, Düsseldorf and Weber, Hodel, Schmid, Zurich, sources said. Other shops may also be involved. A VW representative could not be reached.

Modernista! Prepares Gap Spring Fling

BOSTON—On the heels of its well-received holiday campaign for the Gap, Modernista! is set to create a spring-themed TV campaign scheduled to break nationally on March 18, according to a Gap spokeswoman. Spending for the campaign was not disclosed. Executives with Modernista! here declined to discuss details. The shop’s holiday ads for the San Francisco-based clothier featured twentysomethings in Gap fashions. One scenario included a party inside a festive Christmas bulb. Modernista! works for the Gap on a project basis; broadcast buying is handled by Omnicom’s Schulman/Advancers, New York. The Gap spent $124 million on ads in 1999 and about $70 million through the first 10 months of 2000, per Competitive Media Reporting.



IdentityOne Humms Along for GM Brand

BOSTON—IdentityOne will partner with Modernista! to work on GM Hummer’s Web site. The Boston-based interactive design firm recently finished a Detroit Autoshow microsite for the company. The budget for the Web portion of the campaign is estimated to be $1 million, according to IdentityOne. Modernista!, also in Boston, added the advertising account for the Hummer last year.

Hotline Roundup

BOSTON—Cognos Corp., the Ottawa-based technology firm with U.S. headquarters in Burlington, Mass., has confirmed a review for its North American account. Cognos last worked with CGN Marketing & Creative Services in Boston … MarketSoft Corp., a provider of Internet marketing products, is seeking an agency for its $5 million advertising account. … Toth Brand Imaging, Concord, Mass., unveiled ads for Keds’ Champion 2K sneaker themed, “Hello, Again.”

For the Record

BOSTON—Leo Burnett Technology Group cut approximately 20 percent of its 62-person Boston staff. [Adweek, Jan. 15].