Mad Dogs Lands Game Show Biz

With the review for its corporate brand assignment still on hold, The Game Show Network has awarded creative duties for three of its new shows to Mad Dogs & Englishmen.

Last June, AKQA in San Francisco was poised to win the est imated $5-7 million brand account [Adweek, June 11].

Dena Kaplan, svp of marketing for the Culver City, Calif.-based client, said last week that the review was discontinued last August so the client could conduct more market research. She said Mad Dogs did not participate in that review, but beat two undisclosed finalists, following a separate search, for the current assignment to launch three new shows.

“In the pitch process, they nailed it,” Kaplan said of New York-based Mad Dogs. “They got the attitude and the voice. The shows are fresh, fun and playful.”

The programs are Whammy! The All New Press Your Luck, Russian Rou lette and Friend or Foe. Whammy! debuted on GSN last week; Mad Dogs recently broke a print and out-of-home campaign for the show. The shop has also launched ads for Russian Rou lette and Friend or Foe, which are both slated to debut on June 3.

Mad Dogs’ work for Whammy!, a new version of the 1980s game show Press Your Luck, shows a red cartoon character with the copy, “Watch out, Whammys about. He’s back! He’s bad! He’s after big bucks!”

A TV campaign for Whammy!, created in-house, is running on cable affiliates of GSN, which reaches about 44 million homes.

Estimated billings for the assignment are $2 million, a source said. Horizon Media in New York and Los Angeles handles media duties.