Hotline

Mullen Adds Chores for Whirlpool Division

BOSTON—Mullen is preparing a print push to introduce the storage products of Whirlpool’s Gladiator GarageWorks division. The Wenham, Mass., agency last week won the business following a review of undisclosed agencies, Mullen officials said. The budget will initially be about $5 million. Work will include print ads set to break in the October issues of Sports Illustrated, Popular Mechanics and Family Handyman, among others. Mullen will also provide package design and in-store materials.

Tweeter Close to a Contract With MMB

BOSTON—Consumer electronics retailer Tweeter is expected this week to assign its broadcast creative duties to McCarthy Mambro Bertino. MMB in Boston was chosen following a review that included Allen & Gerritsen in Watertown, Mass.; Mullen of Wenham, Mass.; and CGN Marketing & Creative Services and Gearon Hoffman, both of Boston, sources said. The assignment had been handled in-house. A Tweeter representative at press time said final details were still being worked out. Overall spending is $10-15 million, according to CMR, but MMB’s portion of the business is likely to be in $1-5 million range. Planning and buying chores were not in play and remain with Casey Media in Braintree, Mass.

Ground Zero Creates ESPN Campaign

LOS ANGELES—With college football season ap-proaching, ESPN is set to introduce seven television spots aimed at capturing the madcap atmosphere of a campus around kick-off time. Created by Ground Zero in Marina del Rey, Calif., the commercials present GameDay’s trio of announcers and a collection of passionate fans. Ads emphasize that Bristol, Conn.-based ESPN produces the pre-game show live from a different college each week. In one spot, GameDay announcer Chris Fowler, at a pre-game buffet, is accosted by a student who is painted gold and dressed like an old-time football player. When the young man strikes the “Heisman Trophy pose,” he is immediately tackled, prompting Fowler to wince and say, “Ouch.”

Account Roundup

BOSTON—Terra Lycos last week was considering compensation proposals for the $20 million account of the Barcelona, Spain-based company’s Lycos portal following a shootout last month between roster shops Hill,Holliday, Connors, Cosmopulos, Boston, and Ogilvy &Mather, New York, sources said. A decision is expected in early September. Hill, Holliday represents Lycos; Ogilvy creates advertising for the Terra portal. …Beverly Hospital, Beverly, Mass., has launched a review for its six-figure ad account handled by KPC/Christopher Thomas of Boston. Consultancy Pile and Co. will oversee the process. A decision is expected in September. … Smash Advertising, Boston, is preparing television spots touting two PBS series from documentary filmmaker Ken Burns: The Civil War and American Stories. … KPC/Christopher Thomas will break a print campaign for Bentley College this fall, positioning the school as “America’s first business university.” One execution shows a young boy and his lemonade stand. The copy asks, “Remember your first taste of business success?”