Applebee’s International Chooses Partner
CHICAGO–Foote, Cone & Belding here is expected to break a brand campaign this fall that will seek to capitalize on Applebee’s International’s Neighborhood Grill and Bar’s positioning as a “mainstream American restaurant concept,” according to Ron Bess, president of FCB Worldwide. The Chicago office of the agency picked up the $36 million creative portion of the Overland Park, Kan.-based restaurant chain’s advertising account last week. Foote, Cone & Belding replaces Wyse Advertising in Cleveland, which was ousted in the review for the brand that came down to finalists Campbell Mithun Esty, Minneapolis, and The Richards Group, Dallas. The company also named Western Initiative Media Worldwide, Los Angeles, as its media planning and placement agency.
Gambrinus Gives Beer Summer Boost
DALLAS–The Gambrinus Co. in San Antonio said it plans to double media support for its Corona Extra label and other beer brands to more than $21 million in the second half of 1999. Corona Extra will receive heavy television placement in nine major markets, featuring a new campaign developed by The Richards Group, Dallas. The company said it is also launching its largest-ever Hispanic promotion, “El Ritmo del Verano” (“The Rhythm of Summer”), developed by Montemayor Y Asociados, San Antonio. The promotion includes dance events, CD giveaways, and the chance to dance in a Corona music video.
Texas Agency Forms Hispanic Subsidiary
DALLAS–Morehead, Dotts & Associates in Corpus Christi, Texas, has established a subsidiary to produce Hispanic marketing and advertising communications services. The new operation, Morehead, Dotts Y Reyes, will be headed by Michael R. Reyes, who recently joined the company as senior vice president of creative services and creative director. Reyes, a former creative director for Tracy-Locke and O&A Advertising, currently serves as chairman of Texas’ Golden Crescent Workforce Development Board and the Greater Victoria Hispanic Chamber of Commerce.
Mobium Defeats Richards for NEC
CHICAGO–NEC Technologies has awarded its estimated $11 million advertising account to Mobium Creative Group here. The agency bested finalist The Richards Group, Dallas, for the primarily business-to-business account. The Itasca, Ill.-based unit of NEC U.S.A. markets desktop monitors, printers and biometric products.
‘The New Dodge’ Tagline Is Retired
DETROIT–DaimlerChrysler’s Dodge division will drop its seven-year-old “The New Dodge” tag this fall in favor of a replacement that emphasizes unique technology features in its lineup, sources said. A new slogan, developed by Dodge agency BBDO in Southfield, Mich., has been selected and is in legal testing, sources said.