ExxonMobil Selects Universal McCann for $30 Mil. Biz
NEW YORK—ExxonMobil has consolidated global media duties for its Lubricants & Specialities division at Interpublic Group’s Universal McCann, the agency said. Estimated at more than $30 million in worldwide billings, the consolidation followed a review that included incumbent Publicis Groupe’s Zenith Media in New York. IPG’s McCann-Erickson is the creative agency for the Irving, Texas, client. The business includes brands such as Esso, Exxon and Mobil. DDB handles creative for ExxonMobil’s fuels division; OMD handles media for that business.
Coors Taps Deutsch and Arnold
CHICAGO—Coors Brewing added IPG’s Deutsch and Havas’ Arnold to its agency roster, where they join the lead agency, IPG’s Foote, Cone & Belding. Deutsch’s Los Angeles office will work on assignments and participate in shootouts for Coors Light, a $120 million brand last year, while Arnold in Boston will do the same for $40 million Original Coors, the Golden, Colo., brewery said. FCB in Chicago will retain a role on those brands and all other Coors products. Sources said spending next year is expected to rise. Coors sought pitches from outside shops this summer. Ron Askew, who joined the brewery last year as chief marketing officer, wants a multiple-agency model similar to that employed by Anheuser-Busch.
Jeep Resurrects Tagline, Adopts New Logo
DETROIT—DaimlerChrysler will break five new spots this week for Jeep, resurrecting the “Only in a Jeep” tagline, which was used in the late 1980s. The line will replace “Jeep. There’s only one,” which has been in use since 1990. Jeep vp Jeff Bell said the resurrected tagline more directly positions Jeep as a vehicle that can go where others can’t, reinforcing its off-road roots. Three of the spots were created by Omnicom’s BBDO in Troy, Mich., and two from multicultural agency GlobalHue in Southfield, Mich, an IPG shop. All spots feature a new logo, which uses the familiar Jeep typeface and a stylized version of the car’s front.
McDonald’s Hires Light as Global Marketing Chief
CHICAGO—McDonald’s Corp. named Larry Light its new global marketing officer, following a three-month search. Light, who was once CEO of Bates’ international division, most recently ran his own brand consulting firm, Arcature, out of Stamford, Conn. Light will report to McDonald’s CEO Jack Greenberg and oversee all global marketing strategy for the the Oak Brook, Ill., company. The chain last month named Bill Lamar to head up all domestic marketing, taking over duties previously handled by Tom Ryan, who will focus on menu development.
Honda to Break Ads for Redesigned Accord
LOS ANGELES—Honda has unveiled a new campaign for the redesigned Accord, introducing the tagline “More Accord than ever.” Four 30-second TV spots by Rubin Postaer & Associates in Santa Monica, Calif., are narrated by Richard Dreyfuss. The voiceover asks, “Will it become the car by which all other cars are judged? Will lightning strike again?” Another spot has a jet coming in for photos of the Accord sedan as a professional driver takes it for a test run. That spot, airing after Sept. 11, will also appear in theaters. Campaign spending was undisclosed. Honda spent about $95 million on ads last year for the Accord, and $80 million through June of this year, according to CMR. A spot that breaks today shows the Accord sedan in a field, under a foreboding sky.
Agencies Prepare Creative, Media Pitches for Avaya
BOSTON—The agencies pitching the $30 million account of communications-systems provider Avaya are preparing to present creative and media capabilities to the Basking Ridge, N.J., client over the next two weeks. Contending are Cordiant Communications’ Bates Technology Group in Atlanta; Omnicom shops DDB and Doremus, and IPG’s McCann-Erickson, all in New York; Havas’ Arnold in Boston; and Mullen in Wenham, Mass., sources said. The agencies’ media departments or media affiliates will also make presentations, sources said. The client said that incumbent Foote, Cone & Belding in San Francisco will not keep creative, though FCB and sister IPG shop Initiative Media, both in New York, are contenders for planning and buying, respectively. A decision is due in October.
Bates SW Reorganizes, Installs New President
DALLAS—Bates Southwest chairman Jerry Kerr and its new president Judi Martin have restructured agency operations. The Houston shop, renamed Bates Southwest Advertising & Public Relations, has reorganized to better integrate its consumer and business-to-business advertising, public relations, investor relations and corporate/interactive-design disciplines. The Cordiant Communications agency is consolidating the five profit centers of its disciplines into two: advertising and public relations. Martin, former president of Bates Churchill Public Relations, replaces Bill Holland, who resigned on Aug. 26.
CGN Marketing & Creative Services and Connelly Partners this week will merge to form Connelly Partners/CGN, a new Boston shop with 40 staffers and $50 million in billings.
… Despite having most of its arguments thrown out by a state hearing officer, Tierney Communications will continue efforts to overturn a decision that awarded the Pennsylvania Lottery’s ad account to MARC USA in Pittsburgh. MARC won the three-year, $90 million account in February, but Tierney in Philadelphia, which was the incumbent, contends that state review-process rules made it nearly impossible for the agency to retain the work. … IPG’s Deutsch broke its first TV ads for new client Westin Hotels & Resorts last week. Directed by Carlton Chase, the four spots focus on Westin’s Heavenly Bed and Heavenly Shower and other offerings, such as yoga instruction.
ExxonMobil Selects Universal McCann for $30 Mil. Biz