Polaroid Hears Pitches From 4 Shops
BOSTON Four agencies are vying for Polaroid’s global ad account, sources said. In the hunt are Havas’ Arnold in Boston and Euro RSCG MVBMS Partners in New York; Publicis-backed Bartle Bogle Hegarty in New York, which already works for Polaroid; and one undisclosed shop, sources said. A Polaroid representative declined comment; the agencies either declined comment or could not be reached. Polaroid creative incumbent Leo Burnett in Chicago, a Publicis agency, has declined to participate [Adweek online, July 21]. Media duties are with Burnett sister shop Starcom MediaVest Group. The rep previously said that the company is evaluating all aspects of its marketing efforts. Polaroid spent $15 million on domestic ads in 2002, according to TNS Media Intelligence/CMR.
Pile and Co. to Handle $30 Mil. Florida Search
BOSTON Pile and Co. will oversee an agency search for the State of Florida attorney general’s office, the client confirmed. The Boston consultancy has negotiated an $80,000 fee with representatives from Florida to develop selection criteria by Sept. 10, according to Brad Barbin, special counsel, economic crimes division in Orlando. Barbin said the state would be looking for an agency large enough to handle the account’s $30 million budget. He also said it is likely that agencies currently handling automotive accounts would not qualify. Pile is expected to present a list of qualified agencies on Sept. 15. Six semifinalists will be issued creative assignments on Oct. 21, and contenders will present from Nov. 4-5 at an undetermined location. Three finalists will battle it out on Dec. 3, and a final decision is expected on Dec. 10, Barbin said. The campaign is expected to break in early 2004. “We want them to move quickly,” Barbin said. The funds come from a $51.5 million settlement between Ford Motor Co. and 50 states, the District of Columbia, Puerto Rico and the Virgin Islands. The states charged that Ford misled consumers about the safe use of SUVs.
Cows Take Another Bow for California Milk Board
LOS ANGELES Deutsch/LA has launched a new round of its “happy cows” campaign for the California Milk Advisory Board as the state verges on leading the nation in cheese production for the first time. Four TV spots break in Western markets today and are set to air in Dallas on Sept. 15. The CMAB, which represents 2,200 farmers, plans to spend $40 million this year on advertising. Of that, up to $25 million will be spent on ads for cheese, said Michael Freeman, CMAB’s vice president of ad services. CMAB debuted the cows three years ago. This year’s effort retains the tagline, “Great cheese comes from happy cows. Happy cows come from California,” and sticks with breezy comedy. It is projected that California will overtake Wisconsin in cheese production within a few years.
Healthy Eating Blots Out Bad Deeds in Fallon’s Subway Ads
CHICAGO Fallon’s first work for Subway will pivot on the concept that eating healthfully at Subway can erase bad behavior, according to attendees of the fast food company’s annual convention. According to one attendee, one concept involved a man questioning a female coworker about her decision to ride a horse through the office. She brushes off the inquiry by stating that she just had a Subway sandwich. Spokesman Jared Fogle will also appear in humorous spots in which people ask him what he would do in certain situations, such as jumping out of an airplane, according to an attendee. The campaign is expected to keep the “Eat fresh” tagline, attendees said. Fallon in Minneapolis won creative duties on the $220 million account in July, following a review. The agency and client could not be reached. Media is handled by Grey’s MediaCom.
Polaroid Hears Pitches From 4 Shops