Gillette Taps Think New Ideas
BOSTON–The Gillette Co. last week concluded its search for a lead interactive agency, awarding the assignment to Think New Ideas in New York, sources said. Agency executives referred questions to the client; Gillette’s director of communications Eric Kraus declined comment. Think will develop a corporate Web site and help the Boston-based company establish an online presence, sources said. With headquarters in New York and Los Angeles, the agency services such clients as Anheuser-Busch and Oracle Corp. Strategic Interactive Group, the new media unit of Gillette’s direct marketing shop Bronner Slosberg Humphrey in Boston, declined to participate in the review due to a possible conflict with Lever Brothers.
Mullen Breaks EMC Spot
BOSTON–The latest TV commercial for Hopkinton, Mass.-based software company EMC broke last weekend. To the strains of “Rule Britannia,” the British flag descends while the Chinese flag is raised. The words “Systems may change, but information must flow forever” then flash on the screen. The 30-second spot called “Flags” was created by Mullen, Wenham, Mass.
Leonard, Simons Miss Nicklaus Golf
ATLANTA–The review for the Nicklaus Golf Equipment account review limped across the finish line last week, victimized by a budget cut. According to client official Andrew York, co-incumbent Venue in Riviera Beach, Fla., will create advertising on a project basis. Media Horizons in New York will continue to handle media chores. The budget, originally projected to top $5 million in 1998, was cut to an undisclosed level. Nicklaus now spends around $2 million. Original contenders included Hollywood Cows in Orlando, Fla.; Leonard/Monahan in Providence, R.I.; Partners & Simons in Boston; Cliff Freeman and Partners and Mad Dogs & Englishmen, both in New York; GSD&M in Austin, Texas; Ground Zero in Santa Monica, Calif.; and Black Rocket in San Francisco.
Cramer-Krasselt Buys Into Level Nine
BOSTON–Cramer-Krasselt in Milwaukee has acquired an undisclosed minority ownership stake in Level Nine, a 3-year-old, 45-person interactive marketing agency in Montpelier, Vt. Level Nine president David Mayette, chief operating officer Brandan McMahon and senior vice president Tim Joslyn will continue to operate independently. The agencies have teamed up on projects in the past several years, most notably for Wausau insurance. Cramer-Krasselt creates media advertising for the insurer, and Level Nine fashioned the firm’s Web site.
Pan to Lend Holiday Help to Cole-Haan
BOSTON–Pan Communications in Andover, Mass., has been retained by Cole-Haan for public relations chores for the footwear company’s leather goods and accessories during the holiday season. The Richards Group in Dallas handles the client’s advertising duties. Pan was tapped for the assignment based on its retail experience.

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