Trone Is Rx for Man’s Best Friend

ATLANTA—Trone Advertising has won marketing chores from Boehringer Ingelheim Vetmedica, following a review. The High Point, N.C., agency will plan print ads, public relations and direct marketing targeting veterinarians for an unnamed animal-health product. Consumer ads will follow. Billings are estimated at $5 million. Mike Fox, agency evp, director of client services, said the drug will alleviate arthritis in dogs. BIV is located in St. Joseph, Mo.

Valpak, CBS Are Promotion Partners

ATLANTA—Direct-mail marketer Valpak will team up with CBS for a promotion centering on the network’s Monday night comedy lineup and its show Yes, Dear. The ad schedule, valued at $1 million, directs consumers to look inside Valpak envelopes being mailed to 38 million households through late January. Promotions from Valpak revolve around the cast of Yes, Dear and include sweepstakes for a grand-prize trip for two to Hollywood to visit the sitcom’s set. Two more promotions will follow later in the year. Valpak, a division of Cox Target Media, is located in Largo, Fla.

Ghirardelli Begins Agency Search

LOS ANGELES—Lindt & Sprungli USA’s Ghirardelli Chocolate Co. has begun contacting shops as it launches a review for its $2 million account, sources said. Pile and Co. in Boston is the consultancy handling the search. While Publicis & Hal Riney in San Francisco had been deemed the winner of the account in September, sources said the deal was never finalized. The San Leandro, Calif.-based client is seeking agencies with a packaged-goods track record, as well as experience in marketing luxury goods to women, said sources. The client referred calls to Pile and Co.

Carfax Puts Account Into Review

ATLANTA—Carfax has placed its estimated $6 million account in review. The Fairfax, Va., company, which tracks histories of used cars, has been meeting with a half-dozen East Coast agencies between New York and Atlanta, the client confirmed. According to Scott Fredericks, client vice president of marketing, Interpublic Group’s The Martin Agency in Richmond, Va., which created ads for the company from 2000-01, has been invited to participate. Fredericks said he is looking for new ways to reach out to consumers. “We have competition in the fact that consumers don’t know about us or think our product is the thing they need,” he said. A decision is expected later this month.

Nextel Launches Creative, Media Review

BOSTON—Nextel Communications confirmed that the “evaluation” of its marketing has become a review for its $150 million creative and media account. Roth Associates, New York, will oversee the process. Incumbents Mullen, Wenham, Mass., and Initiative Media, New York, both Interpublic Group agencies, are defending. “[This] does not reflect a lack of confidence with Mullen’s capabilities. We are pleased that [Mullen and Initiative] will be participating in the review,” said Nextel vp, marketing Mark Schweitzer. Mullen’s ads that break this week drop two-year pitchman Dennis Franz in favor of celebrities like Rob Lowe and George Lopez.