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Over 75% of advertisers feel TV is less effective

[new york] Advertisers are suffering a crisis of confidence, according to a survey released by the Association of National Advertisers and Forrester Research as part of the ANA's TV Ad Forum. The survey revealed that 78% of the 133 national advertisers polled felt their traditional television spots had become less effective over the past two years. On top of that, 60% said once DVR penetration hit 30 million, they'd cut spending on TV advertising. DVR penetration hovers around 10 million and is projected to reach 30 million within three years. See QwikFIND aar53o

Disney taps BuderEngel for Disney Mobile blitz

[burbank, calif.] Walt Disney Co. has hired San Francisco agency BuderEngel and Friends for an anticipated $50 million-plus advertising blitz for Disney Mobile, executives familiar with the situation said. Disney Mobile will feature some exclusive content not available on other carriers, but its strategy primarily will center on targeting moms wanting to control cellphone use and access. The service, like Disney's ESPN Mobile, will be carried over Sprint.

HBO moves media from OMD to PHD

[new york] HBO has moved its $60 million media buying and planning account to Omnicom Group's PHD from sibling OMD, without a review. Discovery Communications recently consolidated its media account with PHD, which has been on a roll since last year, when it picked up new work from Mitsubishi, Charles Schwab, and Jim Beam. BBDO, also part of Omnicom, remains HBO's creative agency.

Miller's new Crispin work to star Reynolds

[miami] Crispin, Porter & Bogusky, Miami, is finishing up its first spots for Miller Lite since landing the brewer's $180 million primary account earlier this year. One spot in development was directed by Peter Farrelly and stars Burt Reynolds. A Miller spokesman said that no final decisions about the ads had been made, and that the chosen spots will be revealed at the brewer's April distributor conference. A Crispin spokeswoman didn't return phone calls. And Mr. Reynolds' agent, Eric Kreiter, declined to shed any light on details beyond confirming his client's involvement and adding, "It's hysterical."

American Media lowers 'Celebrity Living' goals

[new york] American Media scaled back ambitions for Celebrity Living , the star-gazing lifestyle magazine that the company introduced in April 2005, amid a review of all its businesses. The company decided to forgo securing additional newsstand and checkout-aisle pockets for Celebrity Living, deciding that the upside of additional exposure for the soft-selling title was not worth the cost. See QwikFIND aar54l

Ad coalition to ask FDA for friendlier rules

[washington] A coalition including the Association of National Advertisers, the American Association of Advertising Agencies and the American Advertising Federation is readying a petition to the Food and Drug Administration asking for new, more consumer-friendly rules for the $4.1 billion direct-to-consumer advertising industry. "The whole [current] scheme is an artifact of the FDA rules for doctors and we are going to ask [the FDA] to do a back to basics analysis based on consumer comprehension," said John Kamp, executive director of the Coalition for Healthcare Communications.

Rome court gives Benatti the OK on FullSix deal

[rome] A Rome court overturned an injunction from WPP Group March 24 that would have blocked WPP's fired Italy country manager Marco Benatti from completing a share offer for FullSix, an Italian media company whose two biggest shareholders are Mr. Benatti and WPP. The deal will conclude March 30, with Mr. Benatti likely ending up with the same 44% stake he started with. "If WPP doesn't want to end up being partners with Benatti, it will cost them money," one expert familiar with the deal said. "It's a question of whether they want to pay it to their lawyers or their fellow shareholders."

P&G taps media shop for direct-response

[cincinnatti] Procter & Gamble Co. has named its first-ever direct-response media-buying agency of record-Quigley-Simpson Brand Response Advertising, Los Angeles. A spokeswoman said the new assignment doesn't affect creative for direct-response TV ads, which has been handled by a variety of agencies for various brands, primarily Red, Cincinnati, an offshoot of P&G's former in-house production department.

McDonald's Binau moves to RadioShack

[fort worth, texas] Tori Binau, senior director-young adult marketing for McDonald's USA, will join RadioShack Corp. as senior VP-marketing. She was recruited by Claire Babrowski, president-chief operating officer and acting CEO of the electronics retailer.

FYI ...

The Topps Co. has named ad agency Duval Guillame, New York, to handle the $4 million relaunch of its Bazooka gum brand this July. Topps hopes to double sales of the $20 million brand over the next two years. ... Ogilvy & Mather has named creative Andy Berndt to run the WPP Group-owned ad agency's New York office. ... The Economist named John Micklethwait to be its 16th editor, succeeding Bill Emmott, who stepped down in February after 13 years in the post. Mr. Micklethwait, whose appointment was effective immediately, had been the magazine's U.S. editor based in London. ... Magazine veteran Isolde Motley is leaving Time Inc. after nearly six years as its corporate editor, a role in which she oversaw company powerhouses like Real Simple and In Style. Her departure date has not been finalized but will likely come in the next several months. ... Ken Wirt, senior VP-worldwide marketing, Palm, has left the company. Ed Colligan, president-CEO, will handle Mr. Wirt's product-development duties until a replacement is found, while Page Murray, 42, VP-marketing, will report directly to Mr. Colligan.
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