Goodby Repositions HP in $200 Mil. Campaign
SAN FRANCISCO–Goodby, Silverstein & Partners is seeking to reposition Hewlett-Packard, as a nimble startup, in a new image campaign breaking Dec. 1. The multiphase, year-long integrated effort is backed by a $200 million budget and incorporates a new logo by Landor Associates, San Francisco. A new tagline, “Invent,” will be used in all new ads, said company officials. The first TV ad in the campaign will feature a voiceover by the company’s new CEO, Carly Fiorina, describing how HP began as a startup and is returning to that image.
Ogilvy Pumps Up With BP Amoco
NEW YORK–Ogilvy & Mather Worldwide won the consolidated global BP Amoco account, with estimated billings worldwide of $200 million, an agency representative confirmed. In the U.S., Ogilvy wrested the business from Leo Burnett in Chicago and Doner in Southfield, Mich. Atlantic Richfield Co., which BP Amoco agreed to purchase for $26.6 billion in stock, also will be handled by Ogilvy, said the representative. Rubin Postaer & Associates, Santa Monica, Calif., currently handles the $30 million account of ARCO and its AMPM mini market chain. “We have no intention whatsoever of changing agencies,” said Kurt Danner, director of advertising at ARCO.
Sherman Leaves Angotti For SS&K
NEW YORK–Howard Sherman, president of Angotti, Thomas, Hedge, is leaving to take a post at Shepardson Stern & Kaminsky, a New York shop in which Hollywood talent agency Creative Artists Agency recently invested. Sherman, who spent nine years at Angotti, said he was hired to “build their communications function.” He did not reveal his title. Absorbing his president’s duties at Angotti are chief operating officer Terrie Paladino and Tony Angotti, chairman and chief creative officer [see story on page 4].
Deutsch Partners With Simmons to Create dRush
NEW YORK–Deutsch CEO Donny Deutsch has forged a partnership with rap impresario Russell Simmons to create dRush, a venture specializing in youth marketing. The move, which had been reported earlier [Adweek, Oct. 25], is designed to erase the walls between “mainstream” and “urban” marketing. Deutsch and Simmons will serve as co-chairmen, while Anne Simmons, former president of Rush Communications, will be president. Simmons brings such clients as Coca-Cola and HBO, as well as a network of “street teams” that do guerrilla marketing.
MNH, Bayless/Cronin Team to Win BellSouth
ATLANTA–Merkley Newman Harty teamed with its new Bayless/Cronin office to win the consolidated corporate branding account of BellSouth, worth at least $21 million. The joint effort of the New York headquarters and its Atlanta company topped the other shop that shared the corporate account, Atlanta’s WestWayne, which will continue to work with the client in a number of other areas, including additional BellSouth cellular duties in Western Florida, transitioned from Bayless/Cronin.
TruServ Consolidates at Marc; Burnett Out
CHICAGO–TruServ Corp. is consolidating its $50 million account at Marc Advertising, Pittsburgh, as expected [Adweek, Oct. 25]. The Chicago-based hardware cooperative split with Leo Burnett, which shared the company’s account with Marc, in September. A brand-image campaign is set to break in March 2000, as TruServ links all of its stores under the True Value name, eliminating Coast to Coast and ServiStar brands.
Giant Screen Seeks Agency for Jordan Project
CHICAGO–Giant Screen Sports is contacting Chicago shops for an estimated $8-9 million push behind a large-screen film featuring Michael Jordan. The agency will be responsible for a fully integrated campaign, for use internationally by theater managers.
D’Arcy Masius Benton & Bowles has landed online furniture retailer KozyHome.com’s ad account. Wilmington, Del.-based KozyHome awarded the estimated $20 million account without a review Passport New Media, the company behind the child-focused multimedia initiative Your Own World, has selected WongDoody as its ad agency. Billings are estimated at $10-15 million Yack.com, an online resource guide to online events, is conducting a search for an agency to handle online and offline advertising. Billings are $4-6 million. Select Resources International in Los Angeles is conducting the search on behalf of the client, which has offices in San Francisco and New York The Romann Group, New York, has landed the estimated $5 million account of Bauman Rare Books, following a review involving undisclosed shops Young & Rubicam Inc. has taken a minority stake in the polling firm Harris Interactive, which uses both Internet and traditional methodologies to gauge public opinion. The deal gives Y&R and its clients access to Harris’ market-research and polling services Grey Advertising, New York, was named the first advertising agency for iGourmet, an account with estimated billings of $10 million. Grey will handle creative duties, and MediaCom will handle offline media planning and buying Grey also promoted Rob Baiocco from senior vice president, group creative director to executive vice president, senior creative director, reporting to chief creative officer Steve Novick. Baiocco, 35, joined Grey in 1994 and has worked on Canon, Seagram brands and Mars’ Starburst candy Odiorne Wilde Narraway & Partners has won the $15-25 million Half.com account, said Kristin Keyes, corporate
communications director for the Philadelphia-area startup. Along with San Francisco-based Odiorne, finalists were Partners & Simons in Boston and Margeotes/Fertitta + Partners in New York.
Goodby Repositions HP in $200 Mil. Campaign