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Defunct Conn. Agency Spawns KGC Direct

BOSTON—KGC Direct has been launched by Ken Gronbach, former president of KGA Advertising. That Middletown, Conn., agency closed last year, after a cluster of clients departed, including Bob's Stores. The shop had been in operation for more than 20 years and had worked with UConn, Pilot Pen and The Kidney Foundation. KGC Direct will move away from traditional adver tising and instead focus on direct marketing and, speci fi c ally, mini multimedia disks, which the shop said gives consumers more information than traditional print or broadcast advertising. "I created KGC Direct because I realized that conventional advertising no longer offers an effective, efficient route to reach consumers," said Gronbach.

Trion Intros Annie's Mac 'N Cheese Print Effort

BOSTON—Trion Communications has launched a print campaign for Annie's Homegrown using the tagline, "I'm a natural." In the effort, 4-6-year-olds express their likes, dislikes and favorite food, Annie's macaroni and cheese products. The first ad is running in spring issues of parenting magazines. Other executions will appear later this year, according to agency principal Josh Fenton. Providence, R.I.-based Trion picked up the Wakefield, Mass., client last June.

Gearon Breaks New WPI Broadcast Push

BOSTON—The Worcester Polytechnic Institute looks to move out from under the shadow of MIT and other technical colleges with a multimedia campaign introducing the tagline, "WPI was there." The Worcester, Mass., school's first effort from Gearon Hoffman, Boston, broke last week. TV and radio ads illustrate how WPI grads helped develop liquid-fueled rockets, air-bag safety systems and antibiotics. Broadcast will run mainly in New England, though direct marketing will be disseminated nationwide. The budget may exceed $5 million.

Cronin/Wallwork Unveils Bertucci's Campaign

BOSTON—Cronin/Wallwork Curry last week broke its first image campaign for Bertucci's Brick Oven Pizzeria since adding the account following a review last fall. One 30-second TV spot from the Boston shop features a version of the 1930s-era Cab Calloway swing hit, "Everybody Eats When They Come to My House." The ori ginal lyrics are replaced with lines such as "Try some scallopini, Jeannie" and "Pass the parmigiana, Donna." The campaign introduces the theme, "Come eat at our house." Ads will target the Boston, Philadelphia, Washington, D.C., Hartford, Conn., and Baltimore metro areas, the markets in which the chain's 75 restaurants are located. Spending is approximately $5 million.

Peabody Essex Museum Taps Mullen

BOSTON—Mullen has added the Peabody Essex Museum in Salem, Mass., to its client roster. The Wenham, Mass.-based agency will create print, TV and radio ads pro-mo ting an expansion planned for May 2003. The shop will also launch a print, radio and outdoor campaign for a French maritime exhibit opening at the museum this summer. Billings are undisclosed. The 200-year-old museum offers art, historical and cultural exhibits.