Schwab taps Euro to redefine image
Charles Schwab & Co. will focus on the basics next year, when it breaks a brand platform from its new agency, Havas' Euro RSCG. The $110 million account moved to Euro after a review that included Wieden & Kennedy, Publicis & Hal Riney and Grey Worldwide. The agencies were asked to build on Schwab's heritage as an advocate for the individual investor, said Becky Saeger, exec VP-brand management and marketing communications. The new work will try to break through the brokerage-ad clutter and redefine Schwab, which had lost a bit of its brand identity as it expanded into new services via acquisitions such as U.S. Trust and Soundview. Ms. Saeger added that company founder Charles Schwab, who returned to his former post as CEO last summer, won't be an ongoing advertising spokesman, but he could make an appearance in future ads. AdAge.com QwikFIND aaq15v
Tyco TV ads aim to deflect past woes
Tyco International launched a TV ad campaign aimed at turning attention away from the conglomerate's scandal-dominated recent past and onto its business operations. The ads, created by Interpublic Group of Cos.' Hill, Holliday, Connors, Cosmopulos, portray the wide variety of products, from home-security systems to electrical connectors manufactured by Tyco. The company's actual business has been obscured by the high-profile trial of former CEO Dennis Kozlowski and former CFO Mark Swartz, who haven been accused of stealing $600 million from Tyco. That ended in a mistrial and the two are set to be retried beginning in January. AdAge.com QwikFIND aaq15z
Coors CMO exits as sales stall persists
Already looking for a president for its U.S. business, Coors Brewing now is searching for a new chief marketing officer. Ron Askew, who joined the company in late 2001, is leaving Dec. 14. He launched the "Rock On" campaign, which was heavy on music and bikinis, for Coors Light in April 2002. While the effort was popular with young adults, it didn't move the sales needle. The brewer recently shifted its marketing message to emphasize the beer's cold-filtered-brewing process. The third-biggest brand of light beer is poised to post its second straight year of falling sales. AdAge.com QwikFIND aaq15w
Mag expands field in relaunch
Interweave Press's Natural Home will change its name and relaunch as Natural Home & Garden with its March/April 2005 issue. The move marks an editorial shift to a broader definition of eco-friendliness, in roughly the same way that Rodale's launch of Organic Style expanded the audience and editorial possibilities of Organic Gardening. The new publisher is Susan McNamee, formerly VP-sales at Yoga Journal, and Polly Perkins of media investment banker AdMedia Partners will serve as general manager. Natural Home's circulation, which is unaudited, is 100,000, Ms. Perkins said. The cover price will remain $4.99 and a one-time, full-color ad page is $5,000.