Grey Bows Slim-Fast Meal Bars
NEW YORK–Grey Advertising today breaks a $60 million effort for Slim-Fast Foods to launch a line of meal bars and support its existing line of ready-to-drink shakes. One 30-second spot touts the meal bars with a testimonial from a young mother. Two more 30-second spots push the ready-made drinks with endorsements from women who lost weight. Ads carry Grey’s 3-year-old tagline: “Balanced nutrition for a healthy life.”
Dial Seeks Agency to Relaunch Purex
NEW YORK–The Dial Corp. in Scottsdale, Ariz., is conducting a search for an agency to relaunch its Purex detergent, which has been dormant for several years on the ad front. Budgets were undisclosed. The client is “looking for an agency to help move the business ahead,” said a source. Larry Flink, a Mamaroneck, N.Y., search consultant, is handling the review, sources said. Credentials meetings and initial strategy sessions were held last week. DDB Needham in New York, lead agency for Dial soaps, is not in the review. Flink referred calls to the client, which did not return calls by press time.
Bates Latin America Wins $70 Mil. Beer Account
NEW YORK–Newcomm Bates, Bates Worldwide’s Brazil shop, won the $70 million Cervejarias Kaiser beer account for Brazil in a review, defeating Ammirati Puris Lintas, Propeg, Fischer America and the two incumbents, Young & Rubicam and DPZ. Bates purchased a 32 percent stake in Newcomm Communicacao Total Limitada in May.
Ogilvy & Mather Poised for Mail Boxes Win
LOS ANGELES–Ogilvy & Mather’s Los Angeles office is expected to win the estimated $16 million Mail Boxes Etc. account, following a review. Other finalists competing for the San Diego-based postal services franchiser’s business were incumbent Kenneth C. Smith Advertising, La Jolla, Calif.; DDB Needham, Chicago; and J. Walter Thompson, San Francisco. Agency and client representatives could not be reached at press time.
Account Activity
Wherehouse Music Stores has awarded its estimated $20-30 million creative and media planning account to Colby Effler & Partners, as expected [Adweek, Dec. 21]. The shop bested one other finalist, Bernstein-Rein Advertising in Kansas City, Mo. Media buying duties remain with Carat ICG in Los Angeles; the client will continue to handle some print work in-house Cooper Tire & Rubber in Findlay, Ohio, is reviewing its estimated $5-6 million account, now at Lois/EJL, Chicago. The company said it sent questionnaires to an undisclosed number of midsize agencies in the Midwest and East Mullen in Wenham, Mass., partnering with Ernst
& Young in New York and Mainspring Communications, Cambridge, Mass., picked up Agfa-Gevaert Group’s multi-million dollar global interactive account after a four-month review. Other finalists: Razorfish, New York, and ID Gruppe in Germany.