Bell Atlantic Calls Arnold for $25 Million Effort
BOSTON–Bell Atlantic last week broke a $25 million ad campaign touting discounts on products such as caller identification, additional lines, call manager and voice mail. Lead creative agency on the “Save Like Wild” promotion is Arnold Communications here, which developed TV, print and radio executions. Bell Atlantic’s roster shops, including Draft Direct in New York, Burrell Communications Group in Chicago and La Agencia de Orci & Asociados in Los Angeles, contributed direct marketing, African American and Hispanic campaign components, respectively. New York-based Media Direct handles buying and placement. The campaign broke in all major media in 19 markets from Maine to Virginia.
Mullen Breaks EMC Effort
BOSTON–EMC Corp. has unveiled a $20 million global branding campaign from Mullen. The first of a series of 12 print ads broke in the Wall Street Journal and will appear throughout 1999 in Business Week, Fortune, Forbes, Forbes ASAP, MIT Technology Review, Information Week and Internet Week. A TV component will break later in the year and support the Hopkinton, Mass., client’s sponsorship of major golf tournaments. Targeting information technology professionals, the effort continues to use “The EMC Effect” tagline, created last year by the Wenham, Mass., agency.
Starcom Opens in Hub
BOSTON–Starcom Media Services, a subsidiary of Leo Burnett in Chicago, has opened an outpost in Boston, sharing space with TFA/Leo Burnett Technology Group, Burnett’s high-tech division. The local Starcom office is helmed by former Harpell/Martins & Co. executive Steve Hall, who holds the title director of media operations. The outpost will initially oversee about $20 million in high-tech media buying, most notably for Motorola’s business-to-business units and for TFA’s various accounts. Hall is looking to hire as many as 10 staffers in the next few months and plans to pitch new business as soon as possible.
Carat Makes Drug Deal
BOSTON–Carat Interactive in Newton, Mass., will benefit in a big way from Pfizer’s decision last week to assign its $200 million account to agency parent Carat/MBS in New York [Adweek, Jan. 4]. Carat Interactive becomes Pfizer’s lead interactive resource, handling a seven-figure piece of business that includes Internet strategy, planning and buying, said Carat official Ellen Freeman.
Cone Scores Twice
BOSTON–Cone Interactive here has been named agency of record for Day-Timers and Togglethis. Cone will create a branding and public relations program and buy online media for Lehigh Valley, Pa.-based Day-Timers, which provides personal time management and organizational tools. In addition, Cone will refine the branding of Togglethis in New York, which provides serialized TV shows to online audiences