Agency News

NEW YORKBrandBuzz, the two-year-old guerrilla-mar keting unit of Young & Rubicam, is extending its offerings to Europe, through the rebranding of a like-minded Y&R unit in the Netherlands. Beyond the Line, a multidisciplinary branding shop in Amsterdam, was renamed BrandBuzz Europe, effective Nov. 1. It will continue to be run by managing partner Kees Klomp. Within 1 1/2 years, BrandBuzz wants to expand to Latin America and Asia, said John Partilla, the shop's managing director in New York.Wieden + Kennedy was awarded a fourth-quarter media buying and planning assignment from JetBlue Airways, the agency said. Spending is estimated at $2 million for the assignment and will include local broadcast and print in major markets for the New York-based client. Out-of-home will be handled by MacDonald Media in New York. Previously, JetBlue's media was done by Arnold in Boston. Creative duties are handled by The Ad Store in New York. Lexus selected branding and Internet consulting firm Siegelgale for a 12- to 18-month project. The firm will handle the assignment using both its Los Angeles and New York offices. Frankel & Co. agreed to acquire promotions agency Creative Alliance & Marketing Communications. The latter shop, located in Southport, Conn., will be renamed Creative Aim. Terms of the deal with Chicago-based Frankel, a unit of Publicis, were not disclosed. It's the first major acquisition by Frankel since the promotions shop was acquired by the Publicis Groupe in January 2000. Creative Aim, which specializes in "grassroots events" planning, will maintain its management.Carrafiello•Diehl & Associates created a public-awareness campaign for West chester County's Water Quality Initiative. The campaign is meant to encourage the public to protect the county's water by cutting down on pesticides and fertilizers. The work also urges consumers to reduce nonpoint source pollutions that can end up in the water supply, such as oil, grease, and human and animal waste on lawns, streets, parking lots and rooftops. The effort, which broke on Oct. 18, includes 100 road signs with spokes character Chester the Trout and the "Keep Westchester H2OK" slogan, as well as pins, bumper stickers and lawn signs.New York-based Creative Bubble cre-ated the graphics for a two-minute trailer and a 10-second promo spot for Showtime Networks' docudrama The Day Reagan Was Shot. The spots broke on Oct. 28. Creative Bubble provides video, design and interactive services to broadcast, cable, ad-agency and corporate clients.Walter F. Cameron Advertising was chosen by the New York Islanders to create a TV campaign meant to revive fans' interest in the team and encourage them to purchase season tickets. The effort focuses on introducing the franchise's new star players, Alexei Yashin and Michael Peca, to fans and Long Island residents. The first 30-second spot broke on New York and Long Island cable and spot broadcast television in mid-October. A second commercial is set to break during the holiday season, with a third to air in the spring. The agency is based in Hauppauge.New York-based Marinelli Communications was hired to create an integrated brand ing campaign for Columbia, Md.-based wine- and spirit-import company A.V. Imports' new brand Kutskova Vodka. The campaign will include consumer and trade adver tising, point-of-sale kits, product sampling and promo tional events.Signage for The Coca-Cola Co.'s Diet Coke With Lemon went up at 1600 Broad way in New York's Times Square in mid-October. The building is owned and represented by New York-based Sherwood Equi ties. The sign, which replaces one for Amazon.com, will be in place until Jan. 1.Public relations firm Connors Communications, which specializes in emerging technologies, was tapped by Cablevision to provide strategic counsel and media relations for several of its digital-business units, including Optimum Online, Power to Learn and the eMedia Group. Connors is based in New York. NEW JERSEYD&R Advertising Agency in Fort Lee was named the New Jersey Broadcasters Asso ciation's advertising agency. The client represents the radio and TV industry in New Jersey.Planet Central was hired by the Triguard Group, which manufactures and distributes security systems, to create an advertising and marketing campaign that focuses on the Boston-based client's HomeAlone Phone product. Spending is $7 million. The campaign, which is set to break in March, will also include direct mail and public relations. Marketing efforts will target women in urban areas and colleges nationwide. Planet Central has offices in Westfield and Richmond, Va.Woodbridge-based Strategic Medical Com munications was selected to handle promotional activities for the Merck Publishing Group. The Iselin-based client publishes The Merck Manual for physicians and the Merck Manual Home Edition for consu mers. The phar m aceutical- and healthcare-communications company also has an office in Denver. PENNSYLVANIAMarketing-communications firm Yearick-Millea won the "Best of Show Award" from the Pittsburgh chapter of the Interna tional Association of Business Communicators at the association's annual Golden Triangle Awards dinner, held on Oct. 18. The Pittsburgh-based agency and McCue Design Consultants, also based in Pittsburgh, were honored for a three-step direct mail program they created for RHI Refractories America, a Pittsburgh-based producer of heat-resistant ceramic bricks and sprays.HMS Hallmark, a Pittsburgh-based advertising agency with offices in Columbus, Ohio, Orlando, Fla., and Tampa, Fla., changed its name to Ten/United. The shop is also now part of Ten Worldwide, a marketing-services company formed earlier this year. Ten Worldwide, based in Columbus, also has offices in New York, Chicago, Dallas, Tampa, Cleveland, Orlando and Pittsburgh. Lancaster-based Kelly Michener added Snyder's of Hanover to its client roster. The marketing, branding and communications agency will create public relations programs for the food manufacturer's full line of snack foods.EnerSys, a Reading-based global sup plier of stored DC power solutions, named The Simon Group its marketing-commun ications agency. The Sellersville-based business-to-business shop specializes in high-technology and industrial accounts, specifically those in the electronics and instrumentation industries.

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