Boston Beer Moves on Media Agency Search
LOS ANGELES—Presentations begin this week in Boston Beer's estimated $20-30 million media planning and buying review, sources said. The brewery's RFP asked shops to provide a comprehensive description of their planning, buying and merchandising capabilities, billing procedures, research capabilities and proprietary services. Contenders include the New York offices of Carat, Initiative Media North America, Zenith Media and other undisclosed agencies, according to sources. Incumbent MediaCom, New York, resigned the business recently following its win of the Diageo U.S. beer and spirits business, which includes Guinness, a direct conflict with Boston Beer's flagship Samuel Adams brand. For several months, the client has been soliciting ideas for Samuel Adams creative, handled by McCarthy Mambro Bertino, Boston. Arnold, Boston, had confirmed talks but said discussions broke off. Deutsch, New York, which handles some public relations for Boston Beer, is also believed to have discussed creative concepts.
Lawson Named President of Clarke Goward
BOSTON—Chris Lawson has been named president of Clarke Goward, from executive vice president, director of account services. Prior to joining the Boston ad agency in 2000, Lawson spent 18 years with W.R. Grace, most recently as director of marketing communications with worldwide responsibility for the company. He is the brother of Arnold partner Tom Lawson.
Cramer-Krasselt Wins Charter From Arnold
BOSTON—Charter Communications has awarded its estimated $15-20 million advertising account to Cramer-Krasselt in Chicago, sources said. The St. Louis company, backed by Microsoft co-founder Paul Allen, conducted a review that included incumbent Arnold (formerly Simmons Durham) in St. Louis and TBWA\Chiat\Day in New York, sources said. Client officials could not be reached, and officials at C-K did not return phone calls. The review was run by the Bedford Group/Red Dragon in Atlanta.
Ethan Allen Breaks National Campaign
BOSTON—Furniture retailer Ethan Allen, Danbury, Conn., recently broke a new broadcast spot. The execution, titled "For Life," attempts to convey to consumers that its furniture is stylish yet affordable. In the spot, a montage of Ethan Allen products is shown as a voiceover says, "You play on it. Spend all day on it.You watch TV on it, snooze on it, read on it." Three specific products are highlighted for their appealing price points. The spot ends with the tagline, "Ethan Allen. Furniture built for your life … at a price you can actually live with." The $70 million national campaign was crafted by Grey in New York.
Rainier Launches VenturCom Campaign
BOSTON—Rainier has launched a new advertising and branding campaign for its real-time embedded computing client VenturCom. Ads includes print advertising, collateral development and trade-show support. Rainier is also handling media duties for the Cambridge, Mass., client. Rainier's tag, "Go make something amazing," underscores how VenturCom's products and services help engineers design advanced computer products.