– Zenith Turns C-K On to $15-20 Million Account
CHICAGO–Cramer-Krasselt here is expected to launch a campaign for its latest client, Zenith Electronics, in the first quarter of 2001. The Chicago shop was awarded the Glenview, Ill., company’s $15-20 million account following a review that came down to C-K and Laughlin/Constable, also in Chicago. Zenith has done no major advertising for several years but is now owned by LG Electronics, a division of the LG Group, in South Korea, leading to a renewed marketing push. A Zenith representative called the proposed budget a “target” but declined to elaborate on marketing plans.
– Burnett to Tout Heinz’s New ‘Trap Cap’
NEW YORK–Leo Burnett here will break a campaign this fall touting Heinz Ketchup’s new “Trap Cap,” which will separate ketchup from the watery residue in squeeze bottles. The $20 million TV, print and Internet campaign will focus on the benefits of the cap in an irreverent manner meant to resonate with teens, officials with the Pittsburgh company said. The campaign will employ the tagline, “Keep your buns dry and happy.”
– Biggs/Gilmore Opens in Tennessee for Sea Ray
DETROIT–Biggs/Gilmore Communications is opening a Knoxville, Tenn., office next month to handle its expanding business with longtime client Sea Ray Boats. Sea Ray shifted its $3 million print and promotional account to the Kalamazoo, Mich., agency, which has been doing project work for more than a decade but primarily handled the boat manufacturer’s Web site. The business was previously at Davis-Newman-Payne Advertising in Knoxville.
– FCB Consolidates Direct, Digital Under FCBi
CHICAGO–FCB Worldwide has consolidated FCB Direct and its digital operations under a new brand, FCBi. The agency also launched a database arm, Analytici.
– HMS Consolidates Interactive Offerings
CHICAGO–HMS Partners has combined its interactive offerings under the label Motivo. The unit combines the Columbus, Ohio, agency’s Studiomotiv interactive design firm with Workstate, a software technology development firm. HMS said it plans to open a New York office for Motivo, which will be run by Robert Abbott, chief design officer; Joe Madia, chief technology officer; and Patti Ziegler, chief operating officer and chief strategist.
– BBDS to Change Its Name
CHICAGO–Bender Browing Dolby & Sanderson is about to change its name, the agency said. Only one of the original partners, president and CEO Dick Sanderson, remains with the Chicago shop full-time. Sanderson said the new name, which he declined to reveal, will be based on “what we are now and what we want to be in the future.”
– Wayne Back for Coors Light in FCB Spot
CHICAGO–Football star turned TV personality and beer pitchman Howie Long is paired with the late John Wayne in a new 60-second spot for Coors Light from FCB Chicago. The spot broke during an NBA finals telecast last week. The Golden, Colo., brewery has been using the Duke’s archived image for commercials since 1996.