Publicis in New York launched a nationwide TV and print campaign for L’Oréal division Garnier’s new hair-coloring product Lumia. One 30-second spot broke July 9 on network TV and will run until the end of the year. It features Dawson’s Creek actress Katie Holmes. The spot opens with Holmes, a known brunette, brandishing her new hair color, copper brown. As she states that Lumia does not make hair dry, a montage of images, such as Betty Boop, an animated explosion and people dancing, fill the screen. The tagline is, “It’s you. Only brighter.” Print ads will break in September issues of fashion magazines. The Lumia account is estimated to be worth $50 million.
National Cable Communications, a New York-based spot-cable TV-advertising- representative firm, hired Marlin Entertainment to provide marketing, advertising and inter active services. The New York-based marketing and promotion agency’s first effort for the client is an integrated branding campaign touting NCC’s new look and e-business resources. The campaign includes trade print ads and an animated e-mail campaign targeting the ad community.
The New York office of Wunderman will create a five-year, $25 million campaign for the American Institute of Certified Public Accountants, with the goal of promoting the CPA profession to people ages 16-22. The direct marketing campaign, which will include both online and offline com ponents, will launch in the fall. The New York-based client is a national organization of CPAs. The marketing-solutions company is a division of Young & Rubicam Inc.
The Advertising Council and Amicada signed an agreement to use Amicada’s proprietary technology to transmit TV PSAs produced for the Ad Council to the Internet. The Fort Lee, N.J.-based technology company donated $1.1 million in media space for PSAs. Under the agreement, Amicada and its Web platform partners will provide media space on its PACS online advertising system for various TV PSAs created for the Ad Council.
D/g* New York, an affiliate of brand and image consultancy d/g worldwide, and interactive design agency hybrid formed a joint venture, d/g* hybrid. The new entity, a brand-focused interactive consultancy, will provide branding and interactive services, such as online brand strategy, and Internet, extranet and intranet development. Hybrid is based in Dallas.
S3 designed trade-show collateral mate rial for Cryomedical Sciences, which specializes in cryosurgical methods and devices. The Boonton-based agency created a two-part direct mail series touting the Ewing-based client’s display of techno-medical developments at last month’s American Urological Association meeting. S3 also designed brochures that were distributed at the show.
DVC Worldwide acquired Aspen Field Marketing, a Maidenhead, England-based agency. Among the services the acquired shop provides are training at point-of- purchase, launch support, product and point-of-sale fulfillment, merchandising, and data collection and warehousing. DVC, which is based in Morristown, also has offices in New York and Minneapolis. Its subsidiary, DVC Group, has three practice areas: DVC Communications, which focuses on behavioral marketing; DVC ActiveCare, which handles healthcare marketing; and DVCi Technologies, which specializes in technology.
The MWW Group added New York-based vTrails to its New York office’s client roster. VTrails is a Webcasting-technology company. The East Rutherford-based pub lic relations agency will handle strategic media relations and corporate positioning for the client, which also has facilities in Israel.
Marmion Advertising was tapped by off-price retailer Gabriel Bros. to provide various marketing services, including strategy and media buying and placement. The Morgantown, W. Va.-based client operates stores under the Gabriel Bros. name in Maryland, Ohio, Pennsylvania, Virginia and West Virginia, as well as stores under the Rugged Wearhouse name in Maryland, Delaware, Virginia and North Carolina. The advertising and marketing-communications agency is based in Pittsburgh.