AD AGE'S WORLD WIRE

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MGD TAKES ON EUROPEAN BEERS

[london] Miller Brewing Co. is launching its first pan-European ad campaign for Miller Genuine Draft. The $9 million, three-commercial campaign, created by Helme Partnership, Dublin, will air throughout 1997 on MTV, Eurosport, NBC and BSkyB, as well as on TV stations in the U.K. and Ireland. Shot in New Orleans, the ads attempt to show a dream-like image of urban American life against the soundtrack of the 1988 song "Somewhere Down the Crazy River" by Robbie Robertson. The ads will be backed across Europe by other marketing activities, including print ads, music and sports sponsorship, and point-of-purchase promotions.

FRITO-LAY CONSOLIDATES IN EUROPE

[london] PepsiCo's snack subsidiary Frito-Lay Europe has consolidated a $50 million creative advertising account for its various national potato chips brands in Europe with the DDB network, lead by BMP DDB, London. The account was previously handled on an ad-hoc basis by Young & Rubicam, BBDO and DDB. The assignment does not involve corn products and the Doritos account remains with BBDO.

CANADIAN EGG ADS SELL

[toronto] Egg sales in Canada are up for the first time in 18 years. Canadian Egg Marketing Agency began a campaign by Roche Macaulay & Partners about 18 months ago, using real-life egg farmers and their families in national 30-second spots. Sales were up slightly more than 8% in the last quarter, 6% since the effort began.

SWEDISH DRINK LINKS WITH CONAGRA

[stockholm] Proviva, the Swedish health drink marketer, has signed a strategic marketing and distribution agreement for its new bacteria-based health drink Pro Viva with ConAgra. Under the agreement, ConAgra will import, market and distribute Pro Viva under license in the U.S. Pro Viva will also launch in Poland, Germany and Spain in September. Proviva is owned by the Swedish group Probi Food. Distribution and marketing agreements have been signed with Milka in Finland, Hansa Milch in Germany, Scandinavian Dairies in Poland and Lesa in Spain.

MCCANN SETS UP POLAND INTERACTIVE UNIT

[warsaw] ITI/McCann-Erickson Interactive has been established for the shop's Polish clients. The interactive media unit, under the direction of Piotr Lysak, has signed Opel and Polkomtel as clients. Mr. Lysak says that "ITI/McCann-Erickson has made a heavy commitment. This unit gives us an edge over other agencies in Poland."

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