AD AGES'S WORLD WIRE

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CARAT PICKS UP ALBERTO BUYING

[new york] Carat, an international media buying and planning network, has won its first piece of new business in the U.S. from one of its European clients. Alberto-Culver Co. has moved some 80% of its media business from Lois/USA, Chicago. The win is estimated at $50 million.

EXCITE GEARS UP FOR EUROPE

[london] Excite, an Internet search engine, is preparing for a big push in Europe with the appointment of a European marketing agency, Branded, which will handle marketing strategy, brand positioning and advertising campaigns. Branded is headed by Philip Ley, the former marketing director of Sega Europe. Excite also has appointed Dafna Ciechanover as its general manager for the U.K. and France and director of business development. Previously, she was a director of business development at Hanna-Barbera in Europe.

DOCKERS TRIES EUROPE TV

[london] Bartle Bogle Hegarty unveils this week Levi Strauss & Co's first TV campaign for its Dockers clothing brand in Europe. The pan-European push, which also includes cinema, print, outdoor and radio, will aim to portray the pants as stylish and understated. The tagline, "Not quite all-American," aims to underscore the contrast between that understatement and the stereotypical frenetic nature of the U.S. BBH, which handles Levi's 501 jeans, won the account last fall following the company's decision to consolidate all European advertising into a single agency.

BEIERSDORF DEBUTS SUN CREAM IN EUROPE

[hamburg] Beiersdorf is rolling out a suncare line for sensitive skin in Germany, Spain and Austria. The German marketer of brands such as Nivea is extending its medicated Eucerin with the launch of Eucerin Sun Sensitive. One of the products, Eucerin Pre Sun Cream, is designed to be used 10 days before the start of a vacation in the sun. The rollout will be supported with print ads by TBWA.

UNILEVER WEB SITE TARGETS MEN

[london] Unilever's European detergents subsidiary Lever Bros. is putting its brands on the World Wide Web and into CD-ROM format for the first time to build a dialogue with its consumers and, specifically, to target men. "We know that more women are getting into the Internet, so that's a hope for us," says Julie Sawyer, spokeswoman for Lever Bros. in the U.K. "But we're trying to get at males because a lot of the informing about detergents is difficult to get across [to them]."

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