Oxygen Spot Fights Stereotypes

BOSTON—In a TV campaign set to break next week, Oxygen Media attacks stereotypes about women. The spot, cre ated by Mullen, Wenham, Mass., carries the new tag, “Oxygen: Fresh media for women.” The execution features mock footage of beauty-pageant contestants from various decades. The women express the need for more honest portrayals of women in the media, noting that stereotypes “do an incredible disservice to all humanity.” “Somebody had to say it,” then appears onscreen, and the ad closes with the “Fresh media” tag. Sixty- and 30-second versions will run on cable stations nationwide through the spring and into the summer.

Havas Reports Flat Revenue, Billings

BOSTON—Paris-based Havas has reported full-year 2001 billings of approximately $13 billion and revenue of $1.95 billion, based on the current rate of exchange. The numbers have been adjusted to reflect currency fluctuations and acquisitions. The billings represent an improvement of less than 1 percent compared with the holding company’s performance in 2000. Revenue from traditional advertising fell more than 5 percent in 2001 compared with the previous year, while revenue from marketing and media services improved by about 4 percent during that span. Havas is the fifth-largest global communications holding company. It is parent to the Arnold, Euro RSCG and Media Planning networks.

TBWA\C\D Wins AXA Competition

BOSTON—AXA Financial has chosen TBWA\Chiat\Day for its estimated $15 million account, sources said. The New York agency, which replaces crosstown shop Seiter & Miller, bested McCarthy Mambro Bertino, Boston, in the final round of a review.

Stonyfield Selects eFlicks, Six

BOSTON—Stonyfield Farm has retained incumbent eFlicks Media for its creative assignment following a review. The Boston agency is joined on the yogurt marketer’s roster by Six of Newton, Mass., which was chosen for inter active chores.

In Surprise Move, Bulmers Retains Fort Franklin

BOSTON—Bulmers America has elected to retain Fort Franklin, Boston, for its Cider Jack hard-cider brand. Bulmers moved the brand to Clarke Goward two weeks ago, following a review in which Fort Franklin participated [Adweek, Feb. 11]. Clarke Goward, Boston, adds the client’s Strong bow hard cider and was already working on its Woodchuck brand. Marc Gallucci, Fort Franklin CEO and creative director, has worked on Cider Jack for a decade.

Arnold Puts New Spin on ‘Washington Post’

ATLANTA—Arnold has launched its first work for The Washington Post. The tagline, “If it’s important to you, it’s important to us,” showcases the newspaper’s content and its relevance to readers’ busy lives. Television advertising is airing on network and cable channels in the Washington, D.C., area. Print will run in The Post. Radio, with creative tied to commuters, breaks later this month on local stations.