Chief media buyer at McDonald's resigns
[oak brook, ill.] Bruce Smith, assistant VP-media director at McDonald's Corp., has resigned; he was the executive in charge of media buying for the company's $569 million account. Peter Sterling, a financial executive in the company's U.S. marketing administration department, will take on Mr. Smith's duties, a spokeswoman said. The implications of the move for McDonald's media-buying agencies were unclear. Starcom Worldwide, a unit of Leo Burnett Co., Chicago, handles media buying for children's advertising. DDB Worldwide's Optimum Media unit, New York, handles media buying for adult advertising.
Microsoft may change tag in new ads
[redmond, wash.] Microsoft Corp. more than likely will drop "Where do you want to go today?" in its first campaign from McCann-Erickson North America, New York and San Francisco, in November. The new, integrated advertising campaign will be less product-focused than prior efforts. The first round of ads will be targeted to business decision-makers, knowledge workers and information-technology professionals with a solutions-oriented approach.
DoubleClick sues AdForce over ad
[new york] Online ad network DoubleClick is suing online ad management company AdForce over an ad AdForce ran the week of Aug. 16 in The Industry Standard, a trade magazine. The ad targets former customers of ad serving company NetGravity, now clients of DoubleClick due to its acquisition of NetGravity (AA, July 19). In the suit, DoubleClick contended the ad stated customers' private ad-targeting data are now open to DoubleClick's scrutiny. The U.S. District Court here issued a temporary restraining order to prevent AdForce from running ads expressly stating that customers' data are being compromised. AdForce CEO Chuck Berger said the company will "tone down" the ads.
Hertz debuts NeverLost spots
[park ridge, n.j.] Hertz Corp. today breaks TV spots for its NeverLost global-positioning system, which uses real-time links to satellites to guide drivers. Spots from Moss/Dragoti, New York, use a "Famous last words" theme, with drivers saying such things as "I know this town like the back of my hand," while getting lost. The $20 million-plus network and cable TV campaign continues the long-running "Hertz. Exactly" tagline.
Milk industry plans new promo
[chicago] Dairy farmers and processors at the industry's first marketing conference last week gave the nod to an under-the-cap-type sweepstakes promotion slated for later this year. The effort, to be conducted jointly by Dairy Management Inc. and the National Fluid Milk Processor Education Program, represents a first for the industry and is aimed at bringing promotional excitement to the category in the vein of soft drinks.
Hachette appoints head of new media
[new york] Donald Perri, 48, today was named VP of Hachette Filipacchi New Media. He assumes duties formerly held by James Docherty, who resigned as president Aug. 20. Mr. Perri was formerly chief operating officer of Internet classified venture AdOne. HFM President-CEO Jack Kliger and Mr. Docherty disagreed over the direction of the new-media unit, insiders said.
Ford gives thumbs up to 'Millennium'
[dearborn, mich.] Ford Motor Co. is going ahead with its global "Millennium" corporate identity campaign (AA, July 12) late this year, an executive close to the campaign said. The automaker is considering breaking it with TV roadblocks in each market. Ford agency J. Walter Thompson USA, Detroit, deferred comment to Ford, which declined to comment.
800.com selects Lowe for $25 mil account
[portland, ore.] Online consumer electronics retailer 800.com has chosen Lowe & Partners/SMS, San Francisco, as first agency of record for its $25 million account. Other finalists were J. Walter Thompson USA and Winkler Advertising, both San Francisco. Lowe and 800.com are planning a fourth-quarter, brand-building campaign.
Burger King eyes new sandwich introduction
[miami] Burger King Corp. is eyeing the rollout of its first new sandwich in two yeas, Barbecue XL, according to an executive familiar with the plans. The burger has barbecue sauce and raw onions, and was rolled into markets in California and the Midwest in the past few weeks. Advertising plans were unclear at press time.
Pharmacia opens reviews for $15 mil in business
[kalamazoo, mich.] Pharmacia & Upjohn has placed several accounts for its over-the-counter products into review, including Cortaid, Kaopectate and Pediacare, according to executives familiar with the marketer's plans. Spending is estimated at $12 million to $15 million. Mark Rothman & Associates, New York is the consultant on the review.
Michael Gross to chief operating officer of J. Walter Thompson USA's flagship New York office, from regional financial director of JWT North America. Stephen Kuehn succeeds Mr. Gross, from worldwide financial director, Ford Global Business Unit at JWT Co., Detroit. . . . RCN is contacting agencies about its estimated $20 million traditional advertising assignment as well as a $5 million direct marketing assignment. Incumbent Angotti, Thomas, Hedge, New York, was invited to participate. . . . Procter & Gamble Co. will base its recently formed Hispanic Marketing Group in San Juan, Puerto Rico, in an effort to get closer to Hispanic consumers. . . . Coca-Cola Co. plans to launch new TV spots this fall for Coca-Cola Classic from Edge Creative, Los Angeles, carrying the long-running "Always" theme. . . . Westin Hotels & Resorts will stage PR events in 83 cities