Agency News

Messner Vetere Berger McNamee Schmetterer/ Euro RSCG, New York, has launched global consumer and business campaigns for Intel. The consumer effort is tagged, “Don’t just get onto the Internet, get into it.” In one TV ad, a scene of a boy on a coin-operated rocket ship ride is juxtaposed with a Pentium III-enabled Web site. Three more spots will roll out this fall, and a second series will break in October for Intel’s WebOutfitterSM service. The five business-to-business ads feature single words with dropped “e’s,” mirroring Intel’s corporate logo. Copy describes the company’s e-business solutions. Subsequent ads will focus on Intel’s Internet Data Services. The print campaign will run in The Wall Street Journal, The New York Times and Business Week.
Bates Worldwide, New York, reintroduced the Baan Co. to the U.S. and European business communities in the first leg of a $25 million branding effort. Ads for the Herndon, Va., and Barneveld, Netherlands-based client use the theme, “Get ahead,” to stress Baan’s business products. Print ads will run in The Wall Street Journal and other major newspapers, as well as in the business-to-business and industry press, through the end of this year.
Young & Rubicam, New York, has taken a $2 million stake in Internet startup iWeb, a provider of services for Web advertising and messaging. The agency’s investment was part of a $3 million second round of financing for iWeb.
Merkley Newman Harty, New York, has created its first TV work for BMW Motorcycles. Two spots continue to tout the liberating experience of riding a BMW (the positioning behind previous print ads from the agency). One ad contrasts an urban traffic jam with a gliding motorcycle; another shows a scurrying hamster and a biker on the open road. Each ad ends with the tag, “Ride BMW Motorcycles.” The spots, which broke two weeks ago in select markets, may go national next year. The shop also plans to produce a 60-second execution for theaters and dealerships.
Doremus, New York, has opened an office in Sao Paulo, Brazil, under the direction of Telma Della Monaco. The outpost’s clients include Unibanco, Indusval and the investment bank Dresser Kleinwort Benson.
Della Femina/Jeary and Partners, New York, promoted client American Quantum Cycles in an unconventional style. Agency chairman Jerry Della Femina rode an American Quantum motorcycle onto the floor of the American Stock Exchange last week. With Richard Hagen, chairman of the Melbourne, Fla.-based motorcycle manufacturer, Della Femina then mingled with floor traders to discuss the company.
Griffin Bacal, New York, has developed a public service announcement for The Ad Council and the Educational Testing Service to discourage cheating among middle schoolers. Two spots, targeting students ages 10-to-14, will be distributed to more than 3,000 TV stations nationwide later this month. Ads show situations in which kids are tempted to copy answers to tests or homework; a whistle-blowing umpire springs from each student’s head and a voiceover intones, “Listen to the referee in your head.” The tagline: “Cheating is a personal foul.”
Avrett, Free & Ginsberg, New York, has created two campaigns for Dewar’s scotch. “Profiles for the New Millennium” features the creative forces behind The Blair Witch Project, the board game Cranium and custom-built ski company Igneous Skis, with the tagline, “They’re Dewar’s.” In “Highlander,” a cartoon Scotsman is shown in humorous situations–for example, ironing his kilt or holding a surfboard. The campaigns, targeting 25- to 35-year-olds, break in October magazines. Spending is $20 million in the first year.
Hampel/Stefanides, New York, was tapped by, an online marketer of estate and fine jewelry, without a review. The agency will create print ads to run in weekly and monthly magazines, as well as in newspapers. Billings are $2 million for the fourth quarter of this year., New York, developed a print campaign for client Maurice Malone. Four executions, tagged, “Urban gentleman,” bowed at Magic 2000 in Las Vegas and are now running in trade publications and such magazines as Gear, The Source, Shout and Honey. Ads will also appear in spring issues of Vogue, Details, Harper’s Bazaar, and other magazines, as well as on a billboard in New York’s Times Square. Work supporting the denim line shows an African American couple facing each other in front of a window with a view of New York’s Central Park.
Ellenson Group, New York, has been awarded the creative portion of the Remy Martin cognac account without a review. The business includes existing Remy brands as well as new product
introductions. The agency’s first work for the client, a radio campaign for Remy VSOP, will break this fall. Billings are $5 million. The account was previously with The Martin Agency in Richmond, Va