Rockport Ads Seek to Sex Up Its Image
BOSTON–Rockport has unveiled advertising portraying a hipper image and introducing its redesigned footware. The campaign, created by AG Worldwide, New York, includes black-and-white print ads that show bare feet being massaged and handled by nude young men and women. There will also be outdoor posters, a redesigned Web site and television ads. The Marlborough, Mass., unit of Reebok International will spend approximately $3 million on ads for the remainder of the year.
Wally Prelle, Dead at 91
BOSTON–O’Neal & Prelle founder F. Wallace Prelle died last Tuesday at the age of 91. Prelle founded the Hartford, Conn., advertising and marketing firm as The F.W. Prelle Company in 1934. He was also past president of the Advertising Club of Hartford. Prelle retired in 1974, and his agency closed its doors last month.
MetLife Auto & Home Unveils New Campaign
BOSTON–MetLife Auto & Home Buying has begun airing new TV and radio ads, again featuring Peanuts character Snoopy, to build awareness that “all auto insurers are not the same.” Spots were created by Young & Rubicam, New York. Ads for the Warwick, R.I., company will run through the fall in Connecticut, Florida, Mississippi, New Hampshire, New York, Ohio, Rhode Island, Tennessee, Utah, Virginia, Washington and Wisconsin.
Spalding to Relaunch Top-Flite Irons
BOSTON–Spalding Sports Worldwide will re-introduce Top-Flite irons in October and allocate $24 million in marketing to support both Top-Flite and Ben Hogan brand golf clubs in 2001. Agency Greenberg, Seronick, O’Leary & Partners, Boston, will handle creative. Spalding discontinued marketing its Top-Flite Tour clubs within the past two years to focus on its Strata and Top-Flite XL-2000 ball business. The new Top-Flite irons also will be branded XL-2000 and feature a Titan Steel club head. Spalding, which is spending $12 million this year to promote Ben Hogan Apex Plus irons, will introduce another Hogan model, the Apex Edge for mid-level players, in January. Spending for golf balls has not been set for 2001 but is expected to exceed the amount allocated for clubs.
U.S. Launches Online Marketplace
BOSTON–U.S. today launched an online marketplace meant to connect marketers with agencies and vendors. The site allows registered marketers to submit specifications for campaigns, projects or jobs, and the online proprietary exchange determines which service providers best suit the needs of the project. The exchange then allows qualifying marketing service providers to submit proposals. The Cambridge, Mass., company intends to include providers of services including advertising, public relations, e-mail and Internet marketing, marketing lists, direct marketing, media buying, telemarketing, commercial printing and trade show and event related services. U.S. was founded in 1999 by Martin Williams, a marketer who has worked at companies including Glaxo-Wellcome, American Home Products and Hoffman-La Roche.