LG Mobile shifts from sponsor to advertiser
[San Diego] LG Electronics MobileComm U.S.A., after two years of fashion sponsorships, has switched to an ad strategy centered on pushing the mobile phone as a life center. The estimated $10 million campaign, developed in conjunction with agency WPP Group's Brandbuzz, includes broadcast, cinema and outdoor, as well as the Livin' LG Mobile Tour. Also included is a partnership with Nelly in which contestants will audition for a chance to record the new theme song for his Pimp Juice energy drink.
Heineken to roll light lager in test markets
[White Plains, N.Y.] Heineken USA in June will start test marketing Heineken Premium Light lager, a low-cal version of No. 2 selling import Heineken, in Phoenix, Dallas, Tampa, Fla., and Providence, R.I. The launch will be backed by a full marketing program, including TV, print and radio advertising from Publicis Groupe's Publicis, New York.
OMD seeking way to subvert ad skipping
[Chicago] David DeSocio, director-strategic marketing at Omnicom Group's OMD, said at the Cabletelevision Advertising Bureau last week that his agency is actively examining how to advertise during fast-forwarded ads, a product of DVR usage. OMD is working with hardware and software companies to develop a model that will pop up dialogue boxes or banner ads while consumers zap through commercials. He did not elaborate on specific companies with which OMD is working.
Slim Jim business goes to Crispin Porter
[Edina, Minn.] ConAgra has handed its advertising account for its meat snack Slim Jim to MDC Partners-backed Crispin Porter & Bogusky, Miami, the agency said. TV spending on the brand has decreased over the past few years from $7 million in 2000 to less than $1 million last year, according to TNS Media Intelligence. A ConAgra spokesman declined comment. Advertising had been handled by independent North Castle, Stamford, Conn., whose executives couldn't be reached for comment.
Home Made Simple consolidated at Barefoot
[Cincinnati] Procter & Gamble Co. has consolidated creative duties for Home Made Simple, one of its oldest and largest online relationship-marketing programs, with Barefoot Advertising, Cincinnati, from Bridge Worldwide, Cincinnati, according to people familiar with the matter. Others familiar with the business, however, said Bridge no longer has any staff handling it, while Barefoot has staffed up for it. Barefoot previously handled print advertising and promotion but not online creative. Bridge continues to handle interactive work for several other P&G brands. "Both agencies remain strong partners for a lot of different projects," a P&G spokeswoman said.
Schwab consolidates $114M media biz at PHD
[San Francisco] Charles Schwab Co. consolidated media buying on its $114 million account at Omnicom Group's PHD USA, media planning shop for offline advertising and media buying shop for print and out of home. Other contenders were independent RPA, Santa Monica, Calif., (the 15 year broadcast buying incumbent,) and Havas' MPG. PHD also picked up online planning and buying from KP Media, San Jose.
First Subaru SUV rolls with `Dust in the Wind' ad
[Cherry Hill, N.J.] Subaru of America's upcoming launch of its first seven-seat sport utility includes a national :30 TV spot featuring "Dust in the Wind" by Kansas and shows the new B9 Tribeca driving by deserted competitive models, according to dealers. Omnicom Group's DDB, New York, won the $16 million account last fall.
`Crain's Detroit' ups Kramer and Crain
[Detroit] Crain's Detroit Business promoted Mary Kramer, 52, formerly associate publisher, to publisher, replacing founding Publisher Keith Crain, who assumes the title editor in chief. Keith Crain is chairman of Crain Communications. Also, Christopher Crain, 29, was named associate publisher, reporting to Kramer. Chris Crain was interactive sales manager for Crain's Business Insurance.
Lucy Hood late last week was named president of Fox Mobile Entertainment, a new unit of Twentieth Century Fox Television designed to create, distribute and market wireless content. ... "The Washington Post" will run up to five "Wall Street Journal" international stories in its weekday business section. ... New Century Financial Corp. has placed the estimated $40 million to $50 million direct marketing account for its retail subsidiary Home123 Corp. into review, an executive familiar with the company said. Omnicom's Rapp Collins, Dallas, is the incumbent. ... American Century Investments handed its $20 million ad account to Omnicom Group's TBWA/Chiat/Day, New York following a review. American Century also handed its interactive advertising duties to TBWA's Tequila, New York, and media responsibilities to Omnicom's OMD, New York. ... Kids WB!, the last daily afternoon broadcast block aimed at children, will be replaced in January 2006 by two hours of syndicated shows aimed at a more grownup audience, according to Television Week.