– Fogarty Klein Adds New Name to Letterhead
DALLAS–Fogarty Klein has become Fogarty Klein Monroe, reflecting the contributions of agency president and chief creative officer Tom Monroe. Monroe, who joined the Houston agency in 1993, said, “It’s been a great experience to help this agency to some terrific work and build some of America’s best brands. And it’s terrific to see my name back on the door of one of the top agencies in the Southwest.” Monroe was formerly a partner with Stern/Monroe in Dallas.
– Coffee Creamer Launches $8 Mil. Campaign
DALLAS–International Delight coffee creamer has launched an $8 million campaign with two television spots from DDB Dallas. The commercials feature a creamer “crusader” who brings French Vanilla International Delight first to a sleepy town where households are just waking up, and second to Seattle, the coffee capital of America. Both spots end with the tagline, “We want to be in every cup in America.” International Delight is a brand of Morningstar Foods, a Dallas-based subsidiary of Suiza Foods Corp.
– Bilingual Radio Spots to Promote McCoy’s
DALLAS–McCoy’s Building Supply Center, a 101-store retail chain, will launch a multi-state branding campaign on country music and Tejano radio stations next month. The Brunson Agency in Austin, Texas, developed English- and Spanish-language spots, which will feature country music singer Rick Trevino. Brunson said Trevino was chosen because of his wholesome, family-values image. Austin-based McCoy’s registered sales of $503 million last year.
– Nature Conservancy Considers 8 Agencies
ATLANTA–The Nature Conservancy is talking to eight agencies about launching a major branding campaign, its first national non-pro bono advertising effort. The world’s largest private conservation organization, based in Arlington, Va., has contacted East Coast shops between Washington, D.C., and New York, according to client director of communications David Williamson. Williamson said determining a media budget for the advertising account would be a part of the review process. An agency source that has spoken with the conservancy said the budget could go as high as $5 million. Williamson said a cut would reduce the number of contenders, which will then make presentations. A winner will be named by end of March.
– Mullen Introduces First LendingTree Work
BOSTON–New advertising for focuses on consumers’ desires to turn the tables on bank executives. Humorous ads depict loan officers pleading for their customers’ business and carry the tagline, “When banks compete, you win.” One of two current TV spots shows bankers waiting solemnly outside a kitchen as the home owners call each of them in to belittle their offers. Print and outdoor ads contain lines such as “Banks fighting to lend you money. You go girlfriend.” The $40 million national campaign for the Charlotte, N.C.-based client, which premiered last week, is the first work from its new agency, Mullen, Wenham, Mass.