AD AGES

By Published on .

BEATING A PATH TO PORSCHE

Porsche's general mgr. of mktg, Joel Ewanick, says the carmaker will wait till spring to start its review. (Spring starts Friday, but we think he means a bit later.) Porsche is now immersed in long-range planning after moving HQ this month from Reno to bucolic Chamlee, Ga. Ewanick says 150 agencies have sent in pitches since Porsche parted early this year with Goodby/SF. What did Ewanick think of the ad Wieden/NY ran in Ad Age last week mooning for his account? Ewanick says he hadn't seen it; maybe his issue got lost in the big move. Brian Bowler, an ex-prez of Porsche North America and now head of the Mandala Agency in Bend, Ore., figures Porsche's German chiefs will like the ad, which suggested all ad types buy a Porsche. "Because our German friends are short on emotion," he says, "this should hit the guys in Stuttgart right in the pocketbook -- which is where the decision will be made." Meaning Stuttgart, not the pocketbook.

Needham gets foot in door

Compaq CEO Eckhard Pfeiffer and VP Dave Middleton met with Digital VP Bruce Claflin to review and approve a Digital ad from DDB Needham intended to quash rumors about Compaq's commitment to Digital technology. Significance? It's the first time Digital's soon-to-be owner has signed off on DDB Needham work. The buzz in tech adland about Digital's work is as hot as the buzz on Ammirati's recent Compaq work is cold. But Compaq stands by Ammirati and needs to present one global image, so DDB Needham faces long odds on keeping the Digital brand for the long haul -- or getting a piece of Compaq. Digital VP Mary Allard stresses the Compaq meeting "was not a pitch," adding it's "too early" to say what role DDB Needham will play post-merger.

Why doesn't he just sue?

U.S. News, feuding with law school deans who don't like how it ranks schools, runs an ad this week in 200 college papers asking prospective students to ignore the teacher. "Don't you hate to be graded?" CEO (and law school grad) Fred Drasner asks in the ad, created in-house and also running today in The NY Times. "Well, by their shrill protests . . . so do most of the deans of the law schools you are considering." Note to deans: Your protests have given the special issue the best sales start in the 10 years U.S. News has been publishing it.

Riney's youth . . .Andy's voice

Need more evidence O&M will get Sunbeam's newly acquired Mr. Coffee, First Alert and Coleman accounts? Sunbeam boss Al Dunlap, praising O&M in his book "Mean Business," calls the shop's first work for Sunbeam the "best money I ever spent." . . . Hal Riney/SF won the $7 million account of videogame maker 3DO. That's the agency's third recent get in the youth-oriented market. Riney is boosting efforts there after concluding weak youth experience hurt it in the Levi's pitch. . . . Andy Berlin's latest voice-over gig? Call (212) 271-3311 and you will hear his dulcet pitch giving out the new number for Berlin, Cameron & Partners.

Compiled by Bradley Johnson with news from Alice Z. Cuneo, Jean Halliday, Ann Marie Kerwin and Anthony Vagnoni.

Got an Adage? Tell Brad by phone, (213) 651-3710, ext. 111; fax, (213) 655-8157; or e-mail, brad@crain.com.

In this article:
Most Popular