$25 Mil. IBM PC Branding Campaign Breaks Today

NEW YORK An estimated $25 million branding campaign for IBM’s Personal Computing Division that launches today is designed to reinforce the company’s positioning as the leading PC for successful businesspeople. The work touts IBM’s ThinkPad and PCs as essential tools for success. The print campaign has two phases. The first, breaking today, is called “Thinkers” and features dramatic portraits of businesspeople and describes the kind of thinking their job requires. The second, launching in May, offers descriptions of how IBM PCs challenge consumer expectations of a computer.

WPP Revenue Beats Analysts’ Estimates in First Quarter

LONDON WPP on Friday said first-quarter revenue fell by almost 4 percent to $1.45 billion. On a like-for-like basis, excluding acquisitions and currency fluctuations, revenue was flat, beating analysts’ expectations of a 1-3 percent drop. The company reported net new-business billings of $660 million. In North America, revenue was up by more than 1 percent. Revenue in the U.K. was down more than 3 percent but rose more than 3 percent in continental Europe. In the Asia-Pacific, Latin America, Africa and Middle East regions, revenue was up more than 3 percent. WPP expects flat like-for-like revenue growth in 2003, with a decline in the first half offset by an increase in the second half.

Anderman Takes Management Post at Saatchi in California

Rich Anderman, a senior account executive at Merkley Newman Harty & Partners and former marketing executive at Mercedes-Benz and Lexus, will take a top management post at Saatchi & Saatchi’s Torrance, Calif., office, sources said. Saatchi is expected to restructure its management in Torrance, following the departure of CEO Scott Gilbert, who will become a managing partner at Saatchi’s New York office in May. It is unclear what title Anderman will take. Saatchi declined comment, and Anderman, who, sources said, will start the job next month, did not return calls. Saatchi relies heavily on client Toyota Motor Sales USA and had been searching for an executive with significant automotive experience. During his year at Merkley, Anderman managed Mercedes’ field marketing operations. He was general manager of marketing communications at Mercedes in Montvale, N.J., from 1995 to 2002 and worked at Toyota’s Lexus division from 1989-95. Separately, the office is looking for a new director of media operations after Jim Helberg’s exit this week, sources said.

Lowe Media Planners To Move, Create Space

NEW YORK In an effort to unite two shops still split between two New York offices, Lowe media planners next month will move from the agency’s midtown office to Bozell’s space on 23rd Street in Manhattan, where all media planning will be based, a Lowe rep said. That move, slated for May 15, is expected to create enough space at Lowe for most of Bozell’s staff. (The print-production studio at 23rd Street will stay put.) Creative, account management and account planning staffers now at 23rd Street will move uptown in July. A lack of space at Lowe’s offices and Bozell’s lease obligations produced the odd scenario of a merged agency under two roofs [Adweek, April 21]. But the exit of media planners, recent layoffs and other factors (some 15 Bozell staffers are following the Bank of America account to Deutsch) have created enough space to fit most of the staff into Lowe’s offices.

Dell Awards $50 Mil. in Catalog Work to 3 Shops

DALLAS Haggin Marketing in Sausalito, Calif., last week won Dell Computer Corp.’s consumer catalog business following a review. The advertiser’s small- and medium-size business catalog chores went to IPG’s Hill, Holliday, Connors, Cosmopulos in Boston and T3, The Think Tank in Austin, Texas, which pitched the account together, the client said. They will also handle direct marketing for their segments. The consumer portion of the work is likely the more valuable part of the estimated $50 million in assignments, sources said. The agencies bested Omnicom’s Rapp Collins in Irving, Texas, which launched the consumer catalog in 1997, and other undisclosed contenders. T3 has worked on the business catalog account since 1997.