Lane Scores Major League Soccer
BOSTON–Lane Advertising in Salem, Mass., has landed a broadcast assignment from Rainbow Sports in New York to promote Major League Soccer games on its Fox Sports Net. Lane beat out two undisclosed Fox roster shops in Chicago and Los Angeles for the assignment. Billings were not disclosed. According to Dan Ronayne, vice president of marketing for Rainbow Sports, Lane will create television spots with the positioning line, “Major League Soccer. Grace. Beauty. Madness.” Commercials are slated to break in three weeks in New England, Chicago and San Francisco.
RDW, Donovan Vie for Online Business
BOSTON–RDW Group in Providence, R.I., and Donovan Group in Northborough, Mass., have been named finalists in the review for’s advertising account, estimated at $500,000. A Newport, R.I.-based online training company, is looking for an agency to create design and collateral materials. A final decision is expected in three weeks, according to Nancy Gleason,’s vice president of sales and marketing.
Mystic Seaport Hires Hughes
BOSTON–The Hughes Agency in Norwalk, Conn., has been appointed agency of record for Mystic Seaport in Mystic, Conn. Billings are estimated at $1 million. The account had been handled by Vogt/Wein in Westport, Conn., whose last campaign for the client positioned it as “The museum of America and the sea.” In addition to planning Mystic Seaport’s Year 2000 programs, Hughes will create a summer ad campaign set to break by Memorial Day.
PWC Breaks $60 Mil. Global Effort
BOSTON–PricewaterhouseCoopers last week launched its first global brand positioning campaign since Price Waterhouse acquired Coopers & Lybrand last year. The estimated $60 million effort, created by Interpublic agencies Hill, Holliday, Connors, Cosmopulos in Boston and Ammirati Puris Lintas in New York, carries the tagline, “Join us. Together we can change the world.” Ads show the range of offerings the professional services organization provides its clients. Print executions are appearing in such publications as The Wall Street Journal, The New York Times, Fortune, Forbes and Yazhou Zhoukan. TV spots will break in April on CNN International, BBC World TV and Sunday news and sports programming in the United States.
Boston’s Freedom Trail Goes Online
BOSTON–Hill, Holliday Interactive, a division of Hill, Holliday, Connors, Cosmopulos here, has created a Web site for the Freedom Trail, the two-and-a-half-mile path winding through Boston’s historic destinations. The interactive site ( allows visitors to view a movie of the city, “rub” a gravestone in the Granary Burial Ground and play the organ in King’s Chapel.