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AD AGE'S WORLD WIRE;K SHOP SCORES GLOBAL SOCCER ROLE FOR PUMA:MCDONALD'S SUES LITHUANIA'S MCSMILE:INDIAN COURT PROTECTS WHIRLPOOL'S BRAND:CIGARETTE WINS CHINESE VALUABLE-BRAND CONTEST:LEE'S MEGA-JEANS HEAD FOR CHINA: MOOING MILK CARTONS RETURN IN CANADA

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[herzogenaurach, germany-sept. 5] Sportswear marketer Puma named K Advertising, London, its international global soccer agency as well as its international strategic partner. The account is thought to be worth $15 million. K Advertising, which already handles Puma's U.K. account, will now oversee soccer product advertising. The agency's strategic role will include advising on general ad strategy. This is the first time Puma has centralized its advertising on a global basis. K Advertising is owned by the Saatchi & Saatchi Group.

[vilnius, lithuania-sept. 5] McDonald's Baltic Ltd. filed a lawsuit claiming trademark violation against minnow-size Lithuanian fast-feeder McSmile Happyfood. McDonald's is suing over McSmile Happyfood's use of the `Mc' prefix. "We have invested a lot of money worldwide to get our trademark known, and we are always ready to protect that trademark," said Kevin Murphy, McDonald's general manager-Baltic Area. McSmile Happyfood is preparing to defend its cause in court, said company director Frans van Doorn. The one-restaurant Lithuanian company is owned by the Dutch group Olandiskas Kampelis. "We use the Mc to signify the Scots' talent for knowing a good deal and good value. Nothing more," Mr. van Doorn said. "McDonald's is merely engaged in using its size to muscle local competitors out of the market."

[new delhi-sept. 4] India's Supreme Court on Aug. 30 ruled that Whirlpool Corp. has the sole right to use the Whirlpool name in the country purely due to its "transborder reputation." The judgment, which threw out the claims of New Delhi-based Chinar Trust, recognizes for the first time a multinational marketer's common right to use its globally known name even if an Indian company has acquired statutory rights by registering the same name in the country. The ruling implies that international trademarks are valid in India even if the foreign company has yet to enter the market. The Supreme Court stated that a mere registration of a trademark, in the absence of any honest adoption of the mark or its use, cannot grant a company the right to use a name that is in extensive use over a long period by another company.

[beijing-sept. 4] The Hongtashan brand of the Yunnan-based Yuxi Cigarette Factory is the most valuable brand in China, worth an estimated $3.9 billion, according to the Beijing Famous Brand-Name Asset Appraisal Firm. The appraisal, based on nearly 200 questionnaires sent to China's most famous enterprises asking about brand name registrations and finances, has produced a list of the 80 most valuable Chinese brands of 1995. Although the most valuable brand resides in the cigarette industry, the research found that the most rapid development is in the electronics and electric appliances industry.

[beijing-sept. 4] The H.D. (Henry David) Lee Co. of the U.S. will pull up an eight-story pair of jeans in Beijing, Shanghai and Guangzhou later this month. The 23-meter-tall board displays of Lee 101-Z jeans will be the first such ads in China, Lee officials said. Last year, Lee put up the world's first giant pair of denim jeans in Hong Kong. A "Lee's Fun Photo Competition" was also held to promote the company's products. Similar events are expected in China after the colossal jeans arrive.

[toronto-sept. 5] The Dairy Farmers of Ontario has relaunched its promotional campaign that includes making a few of its milk cartons moo when opened. If a carton moos, the consumer wins a prize. A TV campaign and point-of-purchase material support. The promotion began last year but ran into a glitch when a consumer, unfamiliar with the campaign, thought she heard her milk carton ticking and called the police. The bomb squad discovered it was just a harmless milk carton with a mooing device hooked up to the opening. The campaign was soon dropped. The promotion was created by Bratch & Goehrum, while the ads were from Freeman Rogers Battalgia.

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