AD AGES

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Would BBDO give Mac the knife?

Where would you like to go today? BBDO wouldn't mind going from Apple to Microsoft. It is an intriguing match. Bill Gates appropriated some of his best ideas (Windows) from Apple, so why not grab Apple's ex-agency? Alas, it doesn't look likely. Says Microsoft's Bob Herbold: "We are very satisfied with the work of Wieden & Kennedy, Anderson & Lembke and (direct shop) Cohn & Wells . . . and plan no changes for the foreseeable future."

ZD is moving its HQ to . . .

Ziff-Davis is based in NY. So where do members of exec team reside? Boss Eric Hippeau lives in Connecticut and works in NY. U.S. Pubs chief Claude Sheer lives and works in Boston. CFO Tim O'Brien lives in Boston and works in NY. ZDNet's Dan Rosensweig is moving from NY to San Francisco. Brand & mktg. prez Terri Holbrooke works in SF but lives in Salt Lake City. Holbrooke says the group does so much work on PCs over Lotus Notes that ZD may need to issue a press release saying ZD "is moving its headquarters to Notes."

Do not call them trailers

Fleetwood Enterprises, the No. 1 U.S. mobile-home maker (and by extension the nation's No. 1 homebuilder, period), is plotting its first national consumer ad campaign. "We're looking at going from no advertising dollars to a lot of advertising dollars," says ad manager Kimberly Gerber. The California company, intent on trying something outside traditional real estate ads, is scoping ideas from other consumer marketers. Fleetwood now uses Lauerer Markin in Ohio for business ads. Will it hire a consumer agency for the national campaign? Stay tuned.

Technically speaking, it's new

Mazda's new tagline will be, "Technically speaking, a better car." FCB/SF is in production on the fall campaign. Mazda's future at the agency remains uncertain since a) FCB could drop the troubled account if parent True North buys Chrysler shop Bozell and b) Mazda backer Ford still could hand the biz over to roster shop O&M.

Gray & Graf . . . Novell . . . Moose

Dave Gray and Gerry Graf, the BBDO/NY art dir. and copywriter on Snickers who came to the stage in Cannes to help accept Agency of the Year honors, may be moving to the runner-up agency of the year, Goodby Silver-stein/SF, to work on Nike and Bud. . . . Novell spiked its brash "Rock the Net" brand campaign (AA, Feb. 3) after getting "pretty significant feedback" that it "didn't ring a bell," says ad chief Carol Manning. A new campaign starts next month. Manning denies talk Novell intends to ditch Y&R/SF. "We're really pretty happy with Y&R at the moment and have no plans to change," she says. . . . On a Boy Scout camping trip, a scared scout ran to the counselor to say he heard a moose loose in the woods. Turns out the moose was the snoring of Omnicom prez John Wren, on the outing with his son. Despite his heavy breathing, Wren just won the Good Scout Award from Boy Scouts of America, a lucrative fund-raiser since Wren packed the event with Omnicommies.

Compiled by Bradley Johnson with news from Mercedes M. Cardona, Alice Z. Cuneo, Scott Donaton and Laura Petrecca.

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

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