Two Disparate Accounts Augment Burnett Roster

By Scott Hume

CHICAGO–Leo Burnett’s eclectic client roster was augmented by a pharmaceutical and a retailer last week. At the same time it launched its first advertising for another client, Disney Cruise Line.

A representative for Eli Lilly & Co. in Indianapolis confirmed the pharmaceuticals company ‘has a relationship with Leo Burnett,’ but declined to discuss the brand assignments.

Sources said, however, the agency has been asked to create consumer-directed advertising for Lilly’s anti-depressent Prozac. Account billings could reach $10 million, according to these sources. Burnett declined to comment.

In an entirely different category, Burnett has been retained by Nashville-based retailer Service Merchandise. The agency will create a TV image campaign slated to break in spot markets this fall.

The announcement confirmed an earlier report Service Merchandise and Burnett were negotiating an alliance (Adweek, May 12).

In 1996, Service Merchandise spent $12 million on advertising, according to Competitive Media Reporting.

The company has used a variety of shops, including SLP & Co. in New York.

Burnett last week launched its first TV advertising for Disney Cruise Line, a client it won in April 1996. A 30-second spot shows clouds over Walt Disney World turning into Mickey Mouse and Goofy, who craft a cruise ship from the clouds and set it sailing. The spot is tagged, ‘Discover uncharted magic.’

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