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Mad Dogs Picks Up 3

Mad Dogs & Englishmen landed three new accounts recently, including the Yoo-hoo beverage business from Austin, Nichols. The agency was also tapped for BMG Entertainment’s North American corporate image work, in addition to various chores for ESPN’s pay-per-view packages.
Mad Dogs beat fellow New York shops Weiss, Whitten, Stagliano and Margeotes/Fertitta + Partners for Yoo-hoo’s estimated $5-6 million business, Kristin Krumpe, brand manager for Yoo-hoo, confirmed last week. Compton Partners here was the incumbent, the last work from which carried the tag, “There’s nothin’ like it.” Compton resigned the business at the end of 1997.
Mad Dogs will handle both creative and media duties for the brand, which competes with various chocolate drinks including Hershey’s and Nestlƒ Quik. Krumpe indicated that forthcoming work may include TV or print ads. Traditionally, Yoo-hoo has relied heavily on radio spots.
Kevin Conroy, senior vice president of marketing for BMG, said the company selected Mad Dogs for creative and media duties on its first North American corporate image initiative, to launch in the trade press in March. The campaign will tout BMG’s divisions (including the Arista, RCA and Windham Hill record labels) with the goal of developing co-marketing opportunities. Work will include print, direct marketing and online advertising. Spending is estimated at $1 million per year.
For ESPN, Mad Dogs will develop TV spots for GamePlan and Full Court, two pay-per-view packages for college football and college basketball, respectively.
The agency will also create print ads for the packages, which include Major League Soccer/ESPN Shootout and NFL Sunday Ticket. The work was previously handled in-house.
Ron Finkelstein, director of production and creative services for ESPN here, said, “[Our] business has grown to a point where we felt we needed a more consistent identity.” Spending is undisclosed.
New work is expected to air in the next few weeks. TN Media in New York handles media; ESPN’s lead agency is Wieden & Kennedy here.