MediaCom Gets $150 Mil. Diageo Business
LOS ANGELES—MediaCom in New York won Diageo’s consolidated $150 million U.S. beer and spirits account after a final round against CIA Medianetwork in New York, which handles Diageo’s Guinness brand. MediaCom, Grey’s media network, handles Seagram’s, currently in the process of being acquired by Diageo and Pernod. CIA brought out some big guns, including chairman Chris Ingram and Bill Croasdale, the recently retired broadcast maven who joined the CIA pitch as a consultant. Ultimately, however, MediaCom’s network-TV-buying clout and Washington connections prevailed, sources said. One of the briefs agencies were given was to provide ideas on how to advertise liquor on TV.
Army Stands By Burnett Campaign
CHICAGO—The U.S. Army will stick with its “Army of One” campaign, created by Leo Burnett, officials said. The Army credits the work with helping it meet recruiting goals. The Army’s 2001 recruitment goal of 76,000 has already been reached, Maj. Gen. Dennis Cavin said. Burnett’s campaign replaced the 20-year-old one tagged, “Be all that you can be,” in January.
Havas Delays Tempus Offer
NEW YORK—Havas is seeking an extension of its $610 million bid for Britain’s Tempus Group to Sept. 17. With the extra time, the company will attempt to gain further acceptance from Tempus shareholders and may try to increase its cash offer above that of takeover rival WPP Group. Havas currently has 30 percent of Tempus stock. An initial 3.6 percent purchase was made on July 19, the day it said it intended to buy Tempus. Havas senior managers then received irrevocable undertakings—a pledge of the sale of stock—amounting to 26.5 percent more. Last month, WPP CEO Martin Sorrell offered a competing bid of $629 million for Tempus. WPP owns 22 percent of Tempus’ stock.
PentaMark Coins New Chrysler Line
DETROIT—DaimlerChrysler’s Chrysler Group’s campaign for 2002 models is tagged, “Drive = love.” The work is from lead Chrysler agency PentaMark in Troy, Mich. The line replaces “Engineered to be great cars,” which has run since 1997. The new campaign breaks Sept. 10 with two TV spots on Monday Night Football.
Agency Team Left Standing in Barclays Review
SAN FRANCISCO—Using a tag-team strategy, Venables, Bell & Partners and Eleven appear to have the inside track on the Barclays Global Investors business, an account worth an estimated $10-20 million, sources said. The team was scheduled for a final presentation last week against TBWA\Chiat\Day in San Francisco, but TBWA\C\D withdrew from the pitch because of unspecified differences with the client. VB&P and Eleven made their final pitch last Wednesday, sources said. A source said the decision could be made this week.
Shea Takes Top Fallon Account Post
CHICAGO—Fallon in Minneapolis appointed Maggie Shea director of account service. Shea, 36, fills a role left vacant when Rich Stoddart joined Ford Motor Co. in April as manager of marketing communications.
Kraft Consolidates $30 Mil. Central Europe Media Biz
CHICAGO—Kraft Foods consolidated its Central European media planning and buying accounts with Starcom following a review of undisclosed contenders. Starcom won Kraft’s $800 million North American media planning and buying duties last December. Billings for the Central European account were estimated at $30 million.
Modernista! Loses 2 Staffers
BOSTON—Designer Mattias Segerholt, who helped fashion notable Modernista! efforts for the Gap, MTV and others, has joined 20-person shop Trion Communications in Providence, R.I., as creative director. Mary Davenport, who left Modernista! some weeks ago after serving as chief operating officer, has joined Boston production company Element Productions as an executive producer.
Arnold Touts Marshall Field’s, White Wave
BOSTON—Arnold this week unveils its first multimedia image campaign for Target Corp.’s Marshall Field’s department stores, introducing the line, “The sheer joy of shopping.” Marshall Field’s has spent about $25 million on ads in each of the past two years; that budget is expected to rise considerably as Arnold strives to contemporize the chain’s image. Separately, Arnold has crafted a national print-based effort for White Wave’s Silk soy milk, tagged, “Don’t be stubborn.” White Wave spending, just $2 million in 2000, may top $15 million this year.
Mullen was tapped for Stop & Shop’s estimated $7-10 million account. Mullen, in Wenham, Mass., beat Merkley Newman Harty & Partners in New York and Glastonbury, Conn.-based Cronin & Co. Pile and Co. oversaw the review. Incumbent Arnold in Boston did not participate. Separately, Mullen’s Pittsburgh office bested Fitzgerald & Co. in Atlanta for the $5-10 million business of America Classic Voyages’ Delta Queen cruise line. … Omnicom has added a new urban marketing unit, Branchout. The co-founders of the Dallas-based, independently operated division are Rodney and Nicolette Branch. … Nomar Garciaparra of the Boston Red Sox, Joe Thornton of the Boston Bruins, Paul Pierce of the New England Patriots and others will in October appear in Dunkin’ Donuts “Peel and Win” game promotion. Hill, Holliday, Connors, Cosmopulos in Boston will feature the athletes in TV and radio spots with the chain’s year-old “Loosen up a little” themeline.
MediaCom Gets $150 Mil. Diageo Business