Coca-Cola seeks to trademark `Enjoy' tagline
[atlanta] Coca-Cola Co. wants to trademark the phrase, "Enjoy what's real." The application with the U.S. Patent & Trademark Office could be approved by mid-January, if it's unopposed. The move comes as the company readies a major ad campaign for its Coca-Cola Classic to replace "Always."
Microsoft lines up $600 mil in media buys
[redmond, wash.] Microsoft Corp. has reserved an estimated $600 million in print and TV buys for a global brand image effort, due next month via McCann-Erickson/A&L, New York and San Francisco. A major portion will support the February rollout of Windows 2000. The campaign will integrate Microsoft's business offerings with a relevant message for consumers.
Ziff sells 64% of ZDTV to Paul Allen
[new york] Ziff-Davis will sell its 64% interest in ZDTV to Vulcan Ventures, the company founded by Paul Allen that already owns 33% of ZDTV. Vulcan will pay $204.8 million. ZDNet and ZD Publishing are both expected to reach sale agreements by yearend. Investor James Dunning, backed by Willis Stein & Partners, and Hearst Business Media are said to be lead contenders for the publishing unit; Yahoo! is mentioned as a potential ZDNet buyer.
Bush ad touts `pride' in White House
[austin, texas] Texas Gov. George W. Bush, in his hardest-hitting spot to date in his bid for the GOP presidential nomination, was set to break advertising Nov. 21 in New Hampshire suggesting he would return the presidency to something Americans and their children can be proud of. The commerical is from Gov. Bush's Maverick Media ad team.
Clorox Ultra bleach to be rolled out
[oakland, calif.] Clorox Co. will roll its Clorox Ultra concentrated bleach nationally next summer following a successful test market this year in Texas. Clorox Ultra, about 25% more concentrated than regular Clorox bleach, has been backed by more than $1 million a year in TV ads from DDB Worldwide, San Francisco, in Texas during its first year, according to Competitive Media Reporting.
HP OKs creative in $200 mil push
[palo alto, calif.] Hewlett-Packard Co. gave final approval on creative for its $200 million global brand campaign, including two TV spots featuring Carly Fiorina, its new CEO. Ms. Fiorina appears in, and provides the voice-over for the spots, but she is not identified, according to people familiar with the campaign. The effort breaks on Dec. 1; Goodby, Silverstein & Partners, San Francisco, handles creative.
Study: Teens see drugs as less `cool'
[new york] The Partnership for a Drug-Free America today released its annual study on teen attitudes, showing for the first time in more than a decade fundamental shifts in teens' views about and usage of drugs. The survey of more than 6,000 teen-agers shows they are distancing the concept of coolness from drug use.
Y&R consolidates Media Edge unit
[new york] Young & Rubicam has combined the domestic and international operations of its media buying unit, Media Edge, into a single global organization. Billings for Media Edge Worldwide will be more than $10 billion for 1999; two-thirds of that total is outside the U.S. The new Media Edge will be led by Chairman-CEO Beth Gordon, who was previously head of the media shop's North American operations.
P&G prepares anti-aging extension for Oil of Olay
[cincinati] Procter & Gamble Co. will roll out next year a premium-priced anti-aging extension of Oil of Olay, called Total Effects starting with Europe and the U.S. in January and Asia in March. Saatchi & Saatchi handles.
Lowe Lintas names top creatives for newly merged agency
[new york] Lowe Lintas & Partners Worldwide last week announced a new U.S. and New York agency structure and new personnel. Dean Hacohen, 41, former exec VP-creative group head at Lowe & Partners, and Rob Feakins, 43, former exec VP, co-creative director at Ammirati, will take the two top creative director spots at the newly merged Lowe Lintas & Partners Worldwide. Roger Bentley, 40, former exec VP, co-creative director at Ammirati, will take on the title of group creative director.
Rent-A-Center to BrannForbes, Dallas, from Levinson & Hill for its $60 million marketing and advertising account. . . . BrightLane.com and Interland to Donino White & Partners, Atlanta, as first agency for the online services venue for small businesses, and the Web hosting provider, respectively; their accounts are worth a total of $40 million. . . . Carfax to the Martin Agency, Richmond, Va., from Williams Whittle, Alexandria, for the $15 million to $20 million account of the R.L. Polk Co. unit that provides detailed information for used car buyers and sellers. . . . Gannett Co.'s USA Today and Gotham, New York have mutually decided to part ways. The newspaper will seek another agency to handle its account, expected to double to $4 million. . . . Rosie O'Donnell, planning to step up her public anti-gun stance, takes her final bow on Kmart Corp. commercials this holiday season, because the retailer continues to sell guns. Kmart will refocus its commercials around the Judds. . . . Ocean Spray Cranberries announced it would remain an independent cranberry cooperative despite six months of potential merger talks. . . . Illinois Bureau of Tourism has eliminated two agencies from its $15 million annual review: Draft Worldwide and Euro RSCG Tatham, both Chicago. Left in the mix are BBDO Worldwide, J. Walter Thompson USA, and incumbent FCB Worldwide, all Chicago. . . . Direct Marketing Association plans tonight to name the companies being expelled from the association for refusing to comply with the group's Privacy Promise to American Consumers.