MediaWise Tallies $10 Mil.

Scores Busy Body, Mattress Vendor, Mavs TV, Radio
DALLAS–Since forming last year as a subsidiary of Gleason Calise Associates here, Dallas buying outfit MediaWise enjoyed its largest new business rush last month in landing accounts worth an estimated $10 million.
Along with planning and buying assignments for Tia Rosa tortillas from Mrs Baird’s Bakeries [see story, page 3], the company also was hired by Dallas fitness equipment retailer Busy Body Inc., The Mattress Firm of Houston and the National Basketball Association’s Dallas Mavericks.
Nearly all the work will involve broadcast media, on both a regional and national basis, said MediaWise president Eileen Weinert. Individual billings were undisclosed.
“As we are a startup, we really wanted to find good companies that are in our region. . . with strong growth potential,” she said.
Both Busy Body and The Mattress Firm are utilizing MediaWise mainly for broadcast purchases. Busy Body spent $1.5 million in 1997, per Competitive Media Reporting, but had boosted that level to $1.3 million through the first six months of 1998.
Busy Body, primarily through radio, will be making a push for its home gym products in Chicago, Los Angeles and Washington, D.C., in the fourth quarter, Weinert said. Most major metro markets eventually will be represented in the media plan, said Weinert.
The Mattress Firm’s over-the-air efforts will center on television, with MediaWise also responsible for outdoor duties, according to Weinert. Newspaper placements are being handled internally by Busy Body and The Mattress Firm.
The Mavericks present MediaWise with a challenge, since the players’ lockout by NBA owners precludes the use of the Dallas players in advertising. Weinert said the focus on promotional activities will be a major part of the team’s strategy.
Mavericks marketing director Greg Anderson could not be reached for comment on plans for creative assignments. The team no longer works with Pyro, a unit of The Richards Group.