[amsterdam] Heineken NV is expected to formally announce the move of its $80 million U.S. account to Bcom3 Group's D'Arcy Masius Benton & Bowles, New York, this week, but Interpublic Group of Cos.' Lowe isn't entirely out of the picture. A Heineken spokeswoman said even though Lowe's New York office will lose the Heineken and Amstel Light accounts, Lowe London will continue to handle Heineken's $20 million U.K.-Ireland assignment. Several executives who worked on Heineken at Lowe are now at D'Arcy or are expected to join the agency. New Heineken work created by Lowe could carry the brewer through 2002, after which the former Lowe executives could work on the account following the expiration of their non-compete agreements, executives close to Lowe said. A D'Arcy spokeswoman declined to comment.
Cadillac spending revives with `Break Through' ads
[detroit] General Motors Corp.'s Cadillac brand gets its biggest ad push since its 1999 "Power of &" blitz via 12 new TV spots this year in its "Break Through" campaign, arriving Feb. 3. Actor Gary Sinise does voice-over. In one spot, he says, "The legendary bloodline is about to boil." Print ads arrive in February weeklies. Outdoor and radio will support. D'Arcy Masius Benton & Bowles, Troy, Mich., handles. D'Arcy Chief Creative Officer Gary Topolewski dubbed the work "very clean and to the point ... without a whole lot of ad agency words." A Cadillac insider said spending could rise to $100 million this year.
Kmart makes ad plans as media weigh impact
[troy, mich.] A Kmart Corp. spokesman said it will continue its newspaper circular program as planned, but newspapers and other media companies are expected to take a financial hit from the retailer's bankruptcy. Knight Ridder last week indicated a "slightly" more conservative position on its financial statements as a result. Some suppliers, such as Don Coleman Advertising, Southfield, Mich., Kmart's multicultural shop, have payment plans in place and continue to work on the account. Kmart next month, via general agency TBWA/Chiat/Day, New York, an Omnicom Group shop, is expected to launch a new branding campaign aimed at touting its stores as the "authority for what moms value."
A-B sets Olympics ads; weighs HHCC Bowl spot
[st. louis] Anheuser-Busch Cos. said it will break campaigns for Michelob and the new malt-based Bacardi Silver on the Winter Olympics next month. Michelob's new tag is "Great taste needs no special occasion." Omnicom's Goodby, Silverstein & Partners, San Francisco, handles. Interpublic's Momentum, St. Louis, handles Bacardi Silver. A-B separately is deciding if a Budweiser Clydesdale spot from Interpublic's Hill, Holliday, Connors, Cosmopulos, Boston, will run in the Super Bowl. A senior A-B executive said more ads for A-B brands likely would come from Hill Holliday, where agency executives and brewery officials share close ties. In its Super Bowl ads, Budweiser's "True" campaign, via Goodby and the Chicago and Toronto offices of Omnicom sibling DDB Worldwide, will evolve to humorous situations where drinkers identify with the brand. See a full Super Bowl ad report: AdAge.com QwikFIND aan04o.
Carter-Wallace ads exit Bates, move in-house
[princeton, n.j.] Church & Dwight said it moved in house an estimated $25 million to $30 million in advertising for brands acquired last year from Carter-Wallace. The work had been with Cordiant Communications Group's Bates Worldwide, New York. Brands involved are Arrid antiperspirant, Nair depilatories, Trojan condoms and First Response home pregnancy test kits. Church & Dwight already handles its Arm & Hammer baking soda, personal-care and household products brand in house, contracting out for creative services. Following a closed review, Church & Dwight on Jan. 25 named DeVito/Verdi, New York, as a creative resource for undisclosed brands.
New Boeing `frontiers' star in first FCB ads
[chicago] Boeing Co. today breaks its first campaign from Interpublic's Foote, Cone & Belding Worldwide, Chicago, a TV and print branding effort called "Horizons" intended to broaden perceptions about the breadth of its business. Theme line is "Forever new frontier." Spending was not disclosed. TV will break in Asia and Europe in February. Boeing spent $12.7 million in measured media from January to October 2001, according to Taylor Nelson Sofres' CMR.
Kellogg success spurs cereal launch at Kraft
[white plains, n.y.] Kraft Foods in March will launch Post Honey Bunches of Oats with Real Strawberries to capitalize on the success of Kellogg Co.'s Special K Red Berries cereal. Kraft said in sales materials it will spend $20 million to support the initial launch of the cereal, with $9 million in TV advertising from WPP Group's Ogilvy & Mather Worldwide, New York, breaking in May, and another $11 million in integrated efforts that include print and outdoor.
FYI. . .
General Motors Corp.'s Saturn Corp. is expected by the end of the week to name the agency that will handle its $100-million plus Ion car launch this fall, a top GM executive told Ad Age. . . . Spiegel Group's Eddie Bauer, Redmond, Wash., sent requests for proposals to 12 agencies. Advertising has been in house; spending wasn't disclosed. . . . National Thoroughbred Racing Association, Lexington, Ky., is seeking an agency for a $30 million advertising effort. . . . Maytag Corp.'s Amana tapped Carmichael Lynch, Minneapolis, to handle its estimated $5 million to $10 million integrated brand effort. The Interpublic agency bested Interpublic sibling Campbell Mithun, Minneapolis.; Omnicom's DDB Worldwide and Bcom3 Group's Leo Burnett USA, both Chicago. Burnett handles the Maytag brand. . . . Independent agency Ground Zero, Marina del Rey, Calif., closed the New York office it had opened last year. . . . Aurora Foods is launching Mrs. Paul's Shrimp Bowls, its first entry in the fast-growing frozen bowl segment. TV and print ads break this week. Interpublic's Momentum, St. Louis, handles. Spending was not disclosed. . . . Walt Disney Co.'s Family.com Web site will be rebranded as FamilyFun.com effective Feb. 4. The Buena Vista Magazines unit of Disney Publishing Worldwide publishes FamilyFun. . . . Gil Bashe, former CEO of WPP Group's CommonHealth, to president-CEO, Catalyst Communications, South Plainfield, N.J., an independent health-care agency.