AD AGE'S WORLD WIRE;LEGO SET TO OPEN NEW WEB SITE;UNILEVER TRIES AGAIN WITH PERSIL;AIRLINE SEEKS MARKETING DIRECTOR;PATEK HEARS PITCHES FOR $15 MIL ACCOUNT;CITY TO SPEND $30 MIL ON OLYMPIC BID;EUROPEAN ADVERTISING GROUP RESTRUCTURES;NEW CAB DIVISION PROMOTES INTERNATIONAL;WOOLMINGTON MOVES TO AMMIRATI PURIS LINTAS;3M TO LAUNCH $20 MIL GLOBAL CAMPAIGN

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[copenhagen] Lego, the Danish toy and theme park company, is planning to establish a digital playroom on the Internet within the next three months. The site (http://www.LEGO.com), with games and product information, represents a $5.2 million investment.

[london] Unilever is relaunching its leading European detergent brand, called Persil in the U.K., with a $40 million U.K. campaign by J. Walter Thompson next month. Unilever is trying to recover from a disastrous $260 million marketing blitz two years ago when a new version of the detergent was alleged by rival Procter & Gamble to rot clothes.

[london] British Airways is seeking a new marketing director following the abrupt departure last week of Ford Ennals after less than one year in the job. Mr. Ennals, who arrived in July to find that M&C Saatchi had just been appointed to the airline's $90 million worldwide account, cited dissatisfaction with his career development prospects at the airline.

[geneva] Swiss luxury watch marketer Patek Philippe heard pitches last week for its $15 million worldwide account from Leagas Delaney, M&C Saatchi, and Bartle Bogle Hegarty, all in London. Incumbent Bozell Worldwide did not pitch.

[stockholm] The Stockholm 2004 Olympic Bid Committee will spend $30 million on its attempt to host that year's Olympic Games. The committee recently hired Stockholm-based Welinder Ammirati Puris Lintas and the U.S. design agency Copeland Hirther, which worked on Atlanta's winning 1996 bid.

[brussels] Members of the European Advertising Tripartite have agreed to keep the association alive under a new mandate consisting of a more defined lobbying brief and a new management structure designed to give greater voice to corporate members. Jacques Bille remains chairman.

[new york] The Cabletelevision Advertising Bureau, New York, has helped set up a new division to promote international cable TV advertising. The independently funded Multichannel Advertising Bureau International (MAB International) is not part of CAB's U.S. operation. The move was prompted by the growing number of U.S. cable operators expanding overseas and chasing after a share of the $170 billion international ad market.

[london] Paul Woolmington will take on the new role of worldwide strategic media director at Ammirati Puris Lintas, New York. He is leaving his post as executive media director of Bozell Worldwide and managing director of the agency's media buying company.

[london] 3M will unveil a $20 million corporate, global advertising effort this week by Grey Advertising, New York. The TV and print campaigns will begin airing worldwide later this month.

For more information about Advertising Age's Daily World Wire, call Christine Yun at 212-210-0789 or fax 212-210-0111.

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