Brand Marketing

Uncle Ben to cook with one agency? By Michael McCarth

NEW YORK–Backer Spielvogel Bates here may be about to cry “Uncle” with one division of its secretive client, Mars Inc.

Sources said last week that Mars is considering a global consolidation of its Uncle Ben’s business at a single agency. A strategy session several weeks ago discussed the strategic future […]

THE WAY WE WERE . . . NOT

The Seattle Mariners rip up the history books and tell a made-up tale of winning seasons in a TV, print and radio campaign designed to drum up a sense of […]

Aqua Vie Taps Goldberg For $6-Mil. Account By Shelly Garci

SAN FRANCISCO – Last week the Aqua Vie Beverage Corp., thrown into review when its incumbent agency picked up a competing account, awarded its estimated $

Hal Riney & Partners/S.F. which had been involved in the initial planning and strategy for the business, will stay on as creative consultant through the transition, according to the client.Ketchum, […]

Best laid plans By Noreen O’Lear

Account planning in America received a vote of confidence recently with the arrival of Damian O’Malley, who was wooed away from the British agency he co-rounded by the opportunity

The entry of the well-regarded O’Malley marks Madison Avenue’s most public embrace yet of the British discipline. Account planning remains largely misunderstood in the U.S., despite plenty of publicity over […]

TWA takes off in ‘comfort class’ By Alison Fahe

NEW YORK–Trans World Airlines, emerging from Chapter 11 bankruptcy protection, today will break a $10-million campaign from Backer Spielvogel Bates that repositions

“The goal is to make TWA the airline that offers both comfort and great value for the money,” said Bob Cozzi, TWA’s senior vp/marketing.After BSB won the $40-million account in […]

Mazda shifts execs to the regions

Mazda Motor of America hopes the elimination of four layers of management and the shift of top executives to its regions will mean better service for consumers.The key to the […]

Orion Pictures Faces Uphill Marketing Battle

LOS ANGELES – Orion Pictures, back with its first film since emerging from Chapter 11 last year, is struggling to get its marketing act together.In November, the company resurfaced with […]

RESTRUCTURING?: DDB Needham Detroit May Make Major Changes This Week

DDB Needham Detroit will most likely announce a major restructuring of its office, perhaps as early as this week, according to more than one source close to the agency.The office […]

Townsend at Home For Century 21 By Robin Meyerowit

LAGUNA HILLS, CALIF. – Townsend & O’Leary here elbowed out Minneapolis-based CME-KHBB with an assignment for Century 21 Real Estate Corp.’s $20-million account. T

Townsend, in business since 1983, has been agency of record for Century 21 in Canada for the past two years, and the concept it developed there was so successful Century […]

Japan tiptoes toward comparative ads

TOKYO-When General Motors asked Japanese consumers to “compare our Seville’s fuel efficiency with Infmiti’s” in seven major newspapers last year, it was an example of a growing trend in advertising […]