Hotline

JWT Ends ’97 With Maxfli, Centura Bank Wins
ATLANTA–J. Walter Thompson here capped the year with $8-9 million in billings from new clients Maxfli Golf and Centura Bank. Maxfli, a maker of golf balls based in Greenville, S.C., shifted its $5 million account to JWT from Richards/Shutze, Atlanta, which won agency of record status last summer [Adweek, July 28]. JWT has begun production on two TV spots promoting Maxfli’s XS ball and a new product dubbed Revolution. Separately, JWT leveraged its Ford dealer retail experience to gain Centura Bank’s $3-4 million print and radio ad business. The Rocky Mount, N.C., client considered JWT, incumbent Price/McNabb in Charlotte, N.C., and two undisclosed Southeast shops.
Shoney’s Restaurants Goes With Italia/Gal
ATLANTA–Officials with Shoney’s Restaurants said last Friday that their $26 million account had been awarded to the Los Angeles office of Italia/Gal Advertising. The other two agencies in the finals included McKinney & Silver, Raleigh, N.C., and Partners & Shevack in New York. Incumbent Bernstein-Rein, Kansas City, Mo., withdrew from the pitch two weeks ago. Shoney’s officials praised Italia/Gal’s talents in the arena of working with troubled restaurant chains, pointing to the agency’s work with Del Taco.
Trone Comes Up Short in One Valley Pitch
ATLANTA–One Valley Bank in Charleston, W.Va., awarded its $2 million print ad account to Barkley & Evergreen in Kansas City, Mo., following a review that included finalist Trone Advertising in Greensboro, N.C.
Accounts Roundup
ATLANTA–Del Rivero Messianu, Coral Gables, Fla., gained a strategic/creative TV project for the Finesse hair care brand of Chicago-based Helene Curtis, targeting the U.S. Hispanic market. The agency bested at least one other contender, Mendoza, Dillon & Asociados, Newport Beach, Calif. The budget was not revealed. . .Carolina Shoe Co., a 35-year-old work boot manufacturer in Morganton, N.C., that aims to compete with the Wolverwine and Timberland brands, tapped Elberson Senger Shuler of Charlotte, N.C., to handle its image advertising. Billings were undisclosed. . .Beber Silverstein & Partners in Miami prevailed over local rivals Tinsley Advertising and Sanchez & Levitan, sources said, in a review for the estimated $1 million ad account of Farm Stores.
Call for Entries: Best TV Spots of 1997
NEW YORK–Adweek is accepting entries for the best television commercials of 1997. The winners, selected by Adweek editors, will be announced in January. TV spots that first aired in 1997 are eligible. Submit entries to: Adweek’s Best Spots of the Year, 1515 Broadway, 12th floor, New York, N.Y. 10036, Attn: Nancy Sobel. The deadline is Dec. 31, 1997. For more information, call (212) 536-6453.