Atlanta Shops Pursue Children's Hospital
ATLANTA—Adair-Greene, Austin Kelley Advertising, Huey-Paprocki, Trone and 360 are among the Atlanta agencies in the hunt for the estimated $6 million marketing account of Children's HealthCare. The Atlanta pediatric hospital was a client of Ogilvy & Mather here before that agency was absorbed into J. Walter Thompson last spring. A hospital spokesperson, while confirming that Ogilvy's closing triggered the review, suggested the facility might extend its relationship with JWT.
Arnold Touts Midwest Department Stores
BOSTON—Arnold this week unveils its first multimedia image campaign for Target Corp.'s Marshall Field's department stores. "The sheer joy of shopping" will be introduced as the new tagline. Marshall Field's has spent about $25 million on advertising in each of the past two years. That budget is expected to rise considerably as Arnold strives to update the chain's image in the face of heightened competition from online and catalog retailers, specialty stores and rivals such as Nordstrom. There are about 65 Marshall Field's stores in the Midwest. Haworth Marketing & Media of Minneapolis handles media buying chores for all Target properties.
Memorable Advertising for Vintages
SAN FRANCISCO—Unimpressed with typical ads aimed at the elite wine drinker, Duncan/Channon took a different approach in its first campaign for Clos du Bois. Instead of boasting about a delicate bouquet, the San Rafael, Calif., agency's five print ads show how wine can stir pleasant memories and help one relax. A $4 million campaign is breaking now in Architectural Digest, The New Yorker, Bon Appetit, Vanity Fair and the Wine Spectator. Among the wines featured are the vintner's Appellation Reserve and Vineyard Designate labels.
U.S. Army Stands By Its Slogan
CHICAGO—The U.S. Army will stick with its "Army of one" campaign, created by Leo Burnett here, military representatives said. The Army credits the work with helping it meet recruitment goals. The service's 2001 recruitment goal was 76,000, a number that has already been reached, Maj. Gen. Dennis Cavin said. Burnett's campaign replaced the 20-year-old tagline—"Be all that you can be"—in January.
PentaMark Creates Chrysler Campaign
DETROIT—DaimlerChrysler's new campaign for its Chrysler 2002 models carries a "Drive = Love" theme. The work is from lead Chrysler agency PentaMark Worldwide in Troy, Mich. The tagline replaces "Engineered to be great cars," which has been running since September 1997. Chrysler's new advertising breaks today.
Starcom Lands Kraft's Central Euro Media
CHICAGO—Kraft Foods has consolidated its Central European media planning and buying accounts atStarcom here after 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 are estimated at $30 million.