Agency News

The Media Edge and ACTV have entered into a nonexclusive agreement to experiment with interactive TV through ACTV’s SpotOn service. The pilot program is the first of many that ACTV has brokered with media and creative shops. Several TME clients are interested in using the service, said Kevin Liga, chief technical officer at ACTV in New York. Steering the project for TME, a unit of Young & Rubicam Inc. in New York, is David Adelman, senior vice president and director of convergence media.
MediaCom has entered into an alliance with CBS Broadcast International to launch an international media company called EyeVenture Media and Entertainment. Terms of the deal were not disclosed, but MediaCom, New York, the media-services arm of Grey Advertising, will help fund EyeVenture through its MC Ventures investment unit. William Kunkel, who, as senior vice president, international media sales, created an international media department for CBS, has been named president and chief executive officer of the new venture. The company will have offices in New York, Miami, London and Hong Kong.
Grey Healthcare Group in New York has recently opened its new data-based consumer relationship-marketing division, Consumer Health Formula. CHF combines GHG’s direct-to-patient and direct-to-consumer capabilities with several new acquisitions and ventures, such as Consumer Health Sciences, to provide pharmaceutical clients with quick product adoption, increased customer retention and other services. The new unit is developing brand images and designing programs for clients including AstraZeneca and Glaxo Wellcome. Andrew Deutch, executive vice president, GHG, and former president of Grey Database Strategies, and Nina Wachsman, senior vice president, GHG, have been named managing directors of the new division. Jane
Parker, president of GHG Advertising, is managing the team.
Korey Kay & Partners has won the Everest Broadband Networks account. The Fort Lee, N.J., client provides broadband Internet service to office and residential buildings and hotels, as well as customized content, such as custom networks. Korey Kay was chosen after a review that included two undisclosed New York finalists. The New York-based shop is responsible for branding, marketing and advertising. Everest’s national marketing budget is projected to be about $8-10 million.
Separately, Korey Kay has created a recruitment commercial for the Board of Education of the City of New York that is designed to attract teachers to New York. It broke on broadcast and cable last week.
Source Communications in Hackensack has won two new accounts. The shop has been named the advertising agency of record for the McDonald’s Northeast Pennsylvania Co-op, after a review. The client comprises various McDonald’s owners and operators and restaurants located in Pennsylvania’s Wilkes Barre-Scranton region. The shop is creating an integrated marketing-communications program that includes TV, radio, print and outdoor advertising. Billings are projected to be less than $5 million.
Source has also been named the advertising agency of record for the Jewish National Fund, New York, after a review. JNF raises money in Jewish communities to purchase land and plant trees in Israel, among other services. The ad budget for JNF includes about $1 million in recommended print advertising; the ads, which raise awareness of JNF’s reservoir expansion and water-conservation projects in Israel, are appearing in national U.S. publications, including U.S. News & World Report and Newsweek. The tagline is: “Your parents planted trees in Israel. Now it’s up to you to give them water.”
The Star Group, based in Cherry Hill, has recently created a new TV and print campaign for NJ KidCare. A commercial, which is slated to debut with print in June, targets parents and guardians of New
Jersey’s uninsured children, revealing that NJ KidCare insurance protects children’s health and is affordable. The client is a government-funded initiative. The budget is undisclosed.