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Arnold Touts Marshall Field's, White WaveBOSTON—Arnold this week unveils its first integrated image campaign for Target Corp.'s Marshall Field's department stores, introducing the line, "The sheer joy of shopping." Haworth Marketing & Media of Minneapolis handles media buying chores for all Target properties. The brand has spent about $25 million on ads in each of the past two years; that budget, however, is expected to rise considerably as Arnold strives to contemporize the Midwest chain's image in the face of heightened competition from online and catalog retailers, specialty stores and large rivals such as Nordstrom. This year, the Dayton's and Hudson's marquees were folded into Marshall Field's. All told, there are 65 Marshall Field's locations in Illinois, Indiana, Michigan, Minnesota, North Dakota, Ohio and Wisconsin. Separately, Arnold has crafted a national print-based effort for White Wave's Silk soy milk, tagged "Don't be stubborn," in an effort to entice newcomers to try the brand. White Wave spending, just $2 million in 2000, may top $10 million this year. Holland Mark Unveils Boston Globe EffortBOSTON—Holland Mark has crafted a print, radio and outdoor effort for the Boston Sunday Globe using the tagline "Read. Relax." The ads will run for six months to a year. The Globe's strategy in recent years has been to promote specific sections, as well as its "BostonWorks" print and online classifieds. The last overarching campaign for the paper itself ran in 1999 using the tag "Turn to the Globe." Regional Sports Stars Take Dip for Dunkin'BOSTON—Nomar Garciaparra of the Boston Red Sox, Joe Thornton of the Boston Bruins, Paul Pierce of the Boston Celtics and other local stars will appear in Dunkin' Donuts' efforts to promote its "Peel and Win" scratch game. Hill, Holliday, Connors, Cosmopulos, Boston, will feature the athletes in upcoming TV and radio spots that retain the chain's year-old "Loosen up a little" theme. TJX Cos.' Hispanic to Del RiveroBOSTON—TJX Cos. has selected Del Rivero Messianu DDB for its estimated $5-6 million Hispanic marketing account. The Miami shop downed Dieste & Partners, Dallas, in the final round of a review. Publicis Sanchez & Levitan, Miami, was the incumbent for the Framingham, Mass., retailer, parent to the T.J. Maxx and Marshalls off-price clothing store chains. Hotline RoundupBOSTON—Decker of Glastonbury, Conn., has been named to handle the low-seven-figure account of Snapple Beverage's Stewart's fruit sodas. … Launching this month is Holt Consulting Group, Portland, Maine, a communications consulting company. John Holt is the president and founder of the new venture. Prior to the Holt Consulting Group, Holt was president and CEO of Acadia Group, a healthcare billing and Internet-based physician continuing-education company. … A new magazine about technology employment called The Talent Economy launches this month. Co-founders Stephanie Skinner and Jim Wolken started the monthly magazine for people who have careers in the tech world and are looking for "reliable, unbiased information on the industry," said Wolken.

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