Starburst’s New

Starburst’s New Flavor

TBWA\Chiat\Day in New York is breaking three new spots that position Mars’ Starburst as the cause of bad behavior, with a new tagline, “Blame the juicy goodness.” The spots, directed by Matt Aselton of Epoch films, air this month on network and cable stations. In the first one, a man on a bike meets another man. “Aren’t you Ernie the klepto?” he asks. The guy denies it, but by the end of the spot, he has stolen the first guy’s Starburst, helmet, shirt and, finally, his bike and his dog. Other spots show a teen harassing his friends so they won’t ask to share his Starburst, and two workers losing their arms when they reach into a vat of acid to retrieve their Starburst. Gerry Graf was ecd; Ian Reichenthal and Scott Vitrone were group cds; Ashley Davis was copywriter; and Craig Allen was art director.

Taxi Names Best ECD

Wayne Best, 38, has been tapped as ecd at Taxi in New York, a new post, effective immediately. Best was previously cd at Fallon in New York, working on accounts including Virgin Mobile and Time magazine, and has been freelancing since that shop shuttered last July. Before that, he was a cd at Kirshenbaum Bond + Partners in New York. At Taxi, Best will oversee a staff of about 12 in the shop’s interactive, design and creative departments and will work on an undisclosed new business win, along with the shop’s other clients, including Amp’d Mobile and Sunglass Hut. “He’s a great talent, has done some great work, and is also a great leader,” said Taxi chairman Paul Lavoie.

In Brief

The International Advertising Festival has named Penny Reid CEO. Reid, 46, was most recently chairman at Tequila\ London. She has also worked at Saatchi & Saatchi, BMP DDB and TBWA\GGT, all in London. … Inferno artist Simon Scott, who has worked at production companies A52 and Method, has opened a Los Angeles arm of Paris-based visual effects house Mac Guff Ligne.