Hill, Holliday Has 'Just the Thing' for Dunkin' Donuts
BOSTON—Dunkin' Donuts on Wednesday will break a campaign from Hill, Holliday, Connors, Cosmopulos with a new positioning line, "Just the thing." The Randolph, Mass.-based chain declined to disclose details, though it has said Patriots quarterback Tom Brady will make an appearance. At least a dozen 30- and 15-second television spots, as well as radio, print and outdoor executions, are expected. As with past work for the client from the Boston shop, creative is expected to take a humorous tack. Dunkin' Donuts spends $35-40 million on ads, per CMR. Hill, Holliday's previous tag, "Loosen up a little," which debuted in 2000 shortly after the agency added the business, was phased out this year.
Tweeter Seeks Shop for Creative Assignment
BOSTON—Four agencies have made presentations to home electronics retailer Tweeter in the review for the creative portion of the client's $15-20 million account, sources said. The work consists mainly of television and radio ads. Pitching are Allen & Gerritsen, Watertown, Mass.; Mullen, Wenham, Mass.; and Boston shops CGN Marketing & Creative Services and Gearon Hoffman, sources said. Planning and placement chores handled by Casey Media, Braintree, Mass., are not in play, sources said. Client executives did not return calls. Canton, Mass.-based Tweeter, which operates 150 stores in 19 states, last November pulled its broadcast creative in-house from BaylessCronin, Atlanta.
North Castle Breaks the Ice With Hershey
NEW YORK—North Castle Partners is preparing ads for Hershey Foods' Ice Breakers candy after adding creative on the $5-10 million assignment last week as the client realigned some $60 million in business with several agencies. In addition to Stamford, Conn.-based NCP—which already worked on youth-marketing initiatives for Hershey [Adweek, April 22]—the client awarded Ogilvy & Mather, New York, chores for Reese's FastBreak candy and an undisclosed new product. Longtime roster shop DDB, also New York, will handle Hershey's Chocolate and Chocolate with Almonds bars, Miniatures and Nuggets, which had been at Ogilvy.
BOSTON—At least 10 shops here and in New York have received requests for information from discount brokerage Brown & Co., which has launched a review for its ad account with Boston's Gearon Hoffman. The incumbent will defend, the client said. Spending has been $7-10 million in recent years, per CMR. ... Saab Cars USA has placed its $10 million direct-marketing account in review. The Martin Agency, Richmond, Va., retained direct and relationship marketing chores when Saab shifted the creative and strategic portions of its estimated $65 million general-market account to Lowe in 2001. Boston'sDigitas handles relationship marketing for Saab overseas and interactive for Saab in the U.S. and, sources said, is likely to pursue the direct account. ... Ben & Jerry's has launched a review for its $5-10 million account. Questionnaires were due back with the client last Thursday, sources said. Black Rocket Euro RSCG, San Francisco, and Fitch, Ann Arbor, Mich., are the incumbents.