Kellogg Extends Nutrition Push
CHICAGO–Kellogg is extending its campaign extolling the nutritional virtues of cereal. Print ads and TV spots from lead agency Leo Burnett in Chicago are tagged, “A healthier life is within your reach. So tomorrow morning, help yourself.” Four 30-second TV spots break today on cable and broadcast networks, with print ads running nationally in newspapers, news, lifestyle, women’s and family magazines. Kellogg began touting the general health benefits of cereal in print ads last fall, adding TV spots in February tagged, “Cereal. Eat it for life.” Spending on the nutrition push is estimated at $25 million this year.
Schneider Joins DDB in N.Y.
NEW YORK–Marketing consultant Grant Schneider, formerly of Lotus Development Corp. in Cambridge, Mass., has joined DDB Needham here
as managing director in the account planning department. Schneider, who will work on Compaq Computer, iVillage and Lockheed Martin, reports to Abigail Hirschhorn, executive director of planning and chief strategic officer at DDB.
Ford Increasing Ethnic Buys for ’99
DETROIT–Ford Motor Co. begins its 1999 model year campaign for cars and trucks on Oct. 1. “Built to last” remains the Ford car tagline; “Built Ford tough” continues for truck spots, which will be more comparative in approach.
J. Walter Thompson here is the lead agency. Ford said it will increase total spending by about 3 percent, but boost its spending on ads targeting Hispanic and African-American consumers by about 20 percent. A spot from Uniworld, New York, will be part of its general-market pool for the first time; Zubi Advertising Services, Coral Gables, Fla., handles Hispanic advertising.
First Union Starts TV Campaign, Search
SAN FRANCISCO–First Union Bank, Charlotte, N.C., broke its first national TV campaign yesterday from Publicis & Hal Riney. The complex work, created with help from Industrial Light & Magic, San Rafael, Calif., depicts what the “financial world” might look like if it were a geographic location. Separately, First Union is conducting reviews for its business-to-business and retail merchandising assignments. Consulting firm Pile and Co., Boston, is handling the first review; Jones Lundin & Associates, Chicago, the latter.
Reebok Classic to BBH
BOSTON–Reebok International reassigned its Reebok Classic account to Bartle Bogle Hegarty, New York, from Heater Advertising here. The Stoughton, Mass., footwear marketer becomes the first client of London-based BBH’s new U.S. office. In addition to BBH, Reebok also works with Berlin Cameron & Partners, New York; Heater Advertising and The Heat, Boston; and Lowe Howard-Spink, London. Grey Advertising in New York handles worldwide media planning and buying. Spending for the Classic line was undisclosed; the client spent about $30 million overall on ads in the first half of 1998, per Competitive Media Reporting.
Young & Rubicam Exits Kellogg Review
NEW YORK–Young & Rubicam has backed out of a review of Kellogg’s U.S. cereal ad assignments in deference to major client Kraft Foods, sources said. The New York shop will continue to handle a project for Kellogg’s functional foods division. Y&R declined comment. Remaining contenders: New York shops Ammirati Puris Lintas, BBDO, Grey Advertising and Lowe & Partners/SMS, The Martin Agency in Richmond, Va., and incumbents Leo Burnett, J. Walter Thompson and Burrell Communications, all Chicago. A fourth shop may be selected in November.
AWNY Offers Cheers and Jeers
NEW YORK–The Advertising Women of New York last week bestowed a host of honors to campaigns portraying women in a positive way in its “The Good, The Bad and The Ugly” awards. Kellogg and Leo Burnett were cited for two Special K spots; AT&T for two Young & Rubicam spots; MasterCard for a McCann-Erickson ad and Cliff Freeman and Partners for its Ameritech work. Jeers went to Miller Lite for a spot from Fallon McElligott; Daily Soup for a spot from Foote, Cone & Belding and Clairol’s Herbal Essences ads from The Kaplan Thaler Group. The “Grand Ugly” went to a Del Taco ad from Italia/Gal Advertising, Los Angeles. The Purple Moon was honored for creating interactive programs and CD-ROM products for girls.
As expected, WPP Group, London, has acquired the Food Group, the leading food service industry marketing services company in New York [Adweek, Aug. 24] Mullen, Wenham, Mass., has been named agency of record for newly formed Oxygen Media, a New York company devoted to TV and internet programming targeting women and children Lowe Healthcare, a division of Interpublic-owned Lowe Group in New York, finalized a deal to purchase Cambridge, Mass.-based Grob Health & Science. The agency will be renamed Lowe Grob Health & Science and continue to operate from its headquarters under its current management team. Terms of the deal were not disclosed. Grob Health & Science claimed billings of $16 million Gerber Products, Fremont, Mich., has given C-E Communications, Warren, Mich., responsibility for a $5-7 million direct mail effort. Direct duties had been handled by Noble & Associates, Chicago.
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