Clarke Goward Picks Up Strongbow, Cider Jack

BOSTON—Clarke Goward on Friday added the Strongbow and Cider Jack hard-cider brands in a review held by parent Bulmers America. The Boston agency already handled the client’s Woodchuck brand. Combined spending for the three brands will be approximately $5 million. Clarke Goward competed against crosstown shops Gearon Hoffman and Fort Franklin and New York agency Earle Palmer Brown. The review was originally held to select an agency for Strongbow, which had been unassigned. Fort Franklin had worked for Cider Jack.

MMB, TBWA\Chiat\Day Await AXA Decision

BOSTON—McCarthy Mambro Bertino and TBWA\Chiat\Day have completed final presentations to the client and late last week were awaiting a decision in the review for AXA Financial’s $10-15 million account. MMB of Boston and TBWA\C\D of New York are looking to succeed Seiter & Miller, New York, which has been working for AXA.

‘More’ From OfficeMax

CHICAGO—Cleveland office supply chain OfficeMax this week launches a new tag line, “Max means more,” in radio spots from Publicis in Mid America. The tagline replaces “You supply the ambition. We’ll supply everything else.” The Chicago shop created the old tag in July 2000 shortly after winning the $60 million business. Barry Krause, the agency’s chairman and CEO, said OfficeMax chose to introduce its new message via radio, online and newspaper inserts because executives thought television was too cluttered with competition. “Radio, we found, was an underused medium,” Krause said. TV spots may be produced later in the year, he said, though creative has yet to be finalized.

Bacardi Silver Makes Its Debut

CHICAGO—Anheuser-Busch launches Bacardi Silver with four television commercials to run during Winter Olympics coverage. The spots are tagged, “Your night just got more interesting” and depict twentysomethings backed by the Semisonic song “F.N.T.” Advertising was handled by Momentum in St. Louis. A-B said it will spend $60 million behind the launch this year. Bacardi Silver, a mixture of Bacardi rum and citrus, will roll out on Feb. 18 with a clear-bottle package featuring Bacardi’s red-and-black bat logo.

Strawberry Frog Breaks Sprint Effort

BOSTON—Strawberry Frog is launching its second glo bal print campaign for Sprint since picking up the Kansas City-based client. The Amsterdam boutique’s latest ads target IP professionals, network managers and senior executives throughout Europe and Asia. The ads carry the tagline, “Become an IP giant.” The idea, according to the shop, is to position users of Sprint’s high-speed IP network and data-networking services as “giants” in their businesses. One execution shows an unusually tall woman ducking to get through a doorway. Last year, the agency launched European and Asian ads that carried the tag, “Beware of sudden accomplishment.”