Agency News


Bartle Bogle Hegarty’s first TV work for eSpeed/Cantor Fitzgerald features employees talking to the camera about fallen co-workers and the need to go on after Sept. 11. Nine TV spots, the first of which broke late last month, have the look and feel of documentary interviews, with a letterbox format and a muted green backdrop. There are also wipes between each thought, and faint piano music plays in the background. “Everyone I lost would have said, ‘Go to work,’ ” says one male employee, who looks to be in his 40s. Says another, “There was only one thing we could do, and that is restore what was ours.” The spots were directed by Errol Morris, through The copywriter was Carl Loeb, the art director, Chris Brignola, and the group creative director, Thomas Hayo. Kevin McKeon is executive creative director of the New York shop.

Young & Rubicam’s new work for MetLife retains the “Have you met life today?” tagline introduced last year. Two TV spots and four print ads depict families enjoying life, while MetLife tends to their financial needs. One spot, directed by Jake Scott, shows an African American grandfather bathing his three grandchildren, after they playfully shampoo his hair. “Today, we showed this grandfather how he could count on long-term-care insurance to be there for him—if he ever needs it.” The creative directors on the TV effort were Patrick Sean Flaherty and Betsy Pet ro polous. Petropolous also was the copywriter, and Cynthia Herrli, the art director.

Zoom Media launched its BackLit Billboard advertising product with a 12-week ad campaign for Perrier Sparkling Natural Mineral Water, which is owned by Nestlé Waters North America. Eighty billboards, which were installed in late May, are located in bars, lounges and nightclubs in New York, Miami and Los Angeles. The venues are part of Zoom Media’s network of more 2,000 such establishments in 42 U.S. markets. Perrier is the first brand to use the new ad medium. The campaign also includes 230 Classic Washroom Billboards. Zoom Media, which specializes in creating and promoting advertising products that target 18- to 34-year-olds, is based in Montreal and also has offices in New York, Los Angeles, Chicago, Paris and Puerto Rico, as well as the Canadian cities of Toronto, Quebec, Vancouver, Calgary and Edmonton.

A 30-second spot Fluid scored for Mercedes-Benz Tri-State Dealers and Merkley Newman Harty & Partners in New York won a silver award at the 43rd annual Clio awards, held from May 20-22 in Miami. The New York-based music, sound-design and visual-effects studio’s score was recognized in the Original Music category. The commercial also was honored with an Association of Independent Commercial Producers Award at a ceremony held on June 3 in New York. The track for “Coffee Shop” was composed by executive music producer/composer David Shapiro, compo ser/arranger Andrew Sherman and composer Steve Walsh.

Sanna Mattson MacLeod was named advertising agency for regional brewery Blue Point Brewing Co. The Patchogue-based client manufactures a line of pre mium beers, including Blue Point Toasted Lager, that is sold at retail throughout Long Island, as well as at nearly 300 Long Island restaurants. The shop created an ad campaign for the client; the effort includes print and radio ads, which are running in local media. The campaign also includes in-store posters. Blue Point intends to eventually expand distribution in New York City and the greater met ropolitan area. SMM, an advertising, marketing-communications and public relations agency, is based in Smithtown and also has an office in New York.


Short Hills-based Gianettino & Meredith Advertising won 13 Jersey Awards at the New Jersey Advertising Club’s 34th Annual Jersey Awards Dinner, which was held on May 21 in West Orange. The shop received the Best of Radio award and a first-place award on behalf of client Resorts Atlantic City casino hotel. It also took home first-place awards for its work for ShopRite and Dry Dock Restaurants. G&M garnered second-place awards on behalf of Shop Rite, for which it won two such awards, Dry Dock and NY Waterway. In addition, the agency won five honors at the awards dinner.