MNH Rolls Benz Ads; Schur Takes Dealer Role
NEW YORK–Merkley Newman Harty this week launches its first work for Mercedes-Benz USA that continues to tout single-word taglines and a breadth of new models, but goes further to show the dedication of Mercedes staffers. The campaign, comprising 10 TV spots and 14 print ads, is backed by $50-60 million. The first spot uses a montage of iconic images that are slightly off base–Kojak with hair and a grinning Mona Lisa. “Change one thing and it’s just not the same. But when every part is just right magic,” reads the caption. MNH won the $125 million account in May after the client abruptly parted with Lowe & Partners/SMS. Separately, Jeff Schur, a former principal of the now-defunct Yellow Card (which handled Mercedes’ dealer ads in Los Angeles), has joined The Designory, a fellow Omnicom Group shop that creates collateral material for the car maker.
CNN Taps Moss/Dragoti
NEW YORK–Moss/Dragoti has won all duties on CNN’s advertising account, estimated at $25 million. The shop will evolve the national campaign created by incumbent Hill, Holliday, Connors, Cosmopulos, tagged, “You are what you know.” HHCC was hired June 29, but split with the client last month. “We continue to support the strategic direction of the campaign and have brought in Moss/Dragoti to take the campaign to its next level,” said Steve Korn, vice chairman and chief operating officer of the CNN News Group.
Long Haymes Carr Beats 2 for Sealy Account
ATLANTA–Long Haymes Carr defeated two other North Carolina shops to land Sealy Corp.’s account, whose billings are expected to be more than $20 million. The Winston-Salem winner topped Raleigh’s McKinney & Silver and Trone Advertising in High Point. The Trinity, N.C., bedding manufacturer began a search after Leo Burnett, Chicago, resigned the account in June, ending a nine-year relationship. Burnett cited reduced spending as a factor in its decision. Sealy spent $15 million on ads in 1999, per Competitive Media Reporting.
McCann Nabs $60 Mil. for Boeing, Avis
NEW YORK–McCann-Erickson came out as the winner of two big reviews last week. Its New York office was tapped for the $30 million Avis Rent A Car business, while its Los Angeles outpost scored Boeing’s account. For Avis, McCann beat fellow Interpublic Group of Cos.’ shops Lowe & Partners/SMS and Ammirati Puris Lintas, both New York. Pile and Co., Boston, handled the search for the Garden City, N.J.-based client. Incumbent Bates USA, New York, had resigned the business in June citing “creative differences.” For Boeing’s $30 million win, the agency’s Los Angeles office bested Young & Rubicam, San Francisco, and Seattle shops Bozell Worldwide and Publicis. Longtime incumbent Cole & Weber, also Seattle, which had pitched with sister shop Ogilvy & Mather, New York, was cut in an earlier round. The review was handled by Geduldig & Ferguson, New York.
Rockport Looks at Shops
BOSTON–The Rockport Co. is reviewing a short list of agencies after parting ways with Kirshenbaum Bond & Partners, New York, about two weeks ago, the company said. The move coincides with cutbacks at its parent, Reebok International, which eliminated 120 jobs last week. Reebok also said it is increasing chief marketing officer Angel Martinez’s responsibilities to include its Rockport, Greg Norman and Polo-Ralph Lauren brands. The former Rockport division president was named chief marketing officer for Reebok Brands in October.
MediaVest to Keep Avon Duties
NEW YORK–MediaVest will retain its estimated $65 million in media duties for Avon after the client decided to pull creative duties in-house from D’Arcy Masius Benton & Bowles, said a representative of parent MacManus Group. Sources said the creative shift is meant to cut costs. Avon had recently consolidated its account at D’Arcy in July, from sister agency N.W. Ayer & Partners. Avon declined comment.
News Roundup
Advertising Women of New York will host a luncheon at the New York Hilton on Sept. 15. ABC News anchor Peter Jennings will moderate a discussion on “Seeking the Almighty Word of Mouth.” Panelists: Daimler Chrysler president Thomas Stallkamp, Young & Rubicam CEO Peter Georgescu, chairwoman/CEO Marleen McDaniel and Virgin Atlantic Airways North American executive vice president David Tait Havas Advertising named Patrick Lemarchand chairman and CEO of North American operations for its diversified agencies division. Lemarchand will direct the unit’s four U.S. agencies: ACG Communications, Creamer Dickson Basford, Field Research Corp. and Data Communiquƒ International The Kaplan Thaler Group, New York, has won ad duties for, an online telephone service for retail shopping information. Billings were undisclosed, as were the names of other contenders Black Rocket, San Francisco, has been awarded the $10-20 million account of, after a review of Bay Area shops. The business was previously handled by crosstown shop Swirl Ten regional shops will gain from AutoNation USA’s decision to decentralize its marketing following a split with Hill, Holliday, Connors, Cosmopulos of Boston. The Fort Lauderdale, Fla.-based chain of car dealerships spent $23 million last year, and is seeking shops in Chicago and Atlanta La Quinta Inns in Irving, Texas, has split from Publicis Dallas and is launching a review for its $10 million account. La Quinta operates 303 hotel and motel properties in 28 states, with primary markets in Texas, Florida and California Cracker Barrel Old Country Store gave its $18 million outdoor account to The Buntin Group, Nashville, Tenn., without a review. A strategy shift by the restaurant chain spurred the move from Cramer-Krasselt, Chicago, to the shop that launched it more than a decade ago Crispin Porter & Bogusky, Miami, won the $5 million Cooker Restaurant account without a review.