DELLA FEMINA SHOP GETS LIFT FROM KIDS, HEAD PAIN: RECENT WINS ADD MORE THAN $10 MILLION IN BILLINGS

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It was just a year ago that Jerry Della Femina and Michael Jeary combined forces to create Della Femina/Jeary & Partners. Now, their union has resulted in children and headaches.

The agency recently added two new accounts: the Children's Place and Mentholatum Co.'s Migraine Ice Cooling Headache Pads.

The New York shop last week launched ads in select markets for the Children's Place, a clothing retailer that has never advertised before. The Children's Place is expected to spend $5 million to $10 million on advertising this year.

The outdoor and 15-second TV ads are running in spot markets, including New York; additional markets will be added this fall.

The advertising, produced in just three weeks, features children and fruit. One outdoor ad shows a well-dressed baby boy holding a green apple. Copy on the ad reads: "Coverall $16. How do you like them apples?"

HEADACHE-RELIEF PATCH

At the same time, DF/J is producing work for Mentholatum's new headache-relief patch. The over-the-counter cooling pads are being shipped to retailers now.

DF/J is handling all creative for the June ad launch, including TV, print, and consumer and physician direct marketing. Media buying is being handled by Creative Media.

"While looking into industry research, we were shocked to find that there are 25 million to 33 million Americans who suffer from migraines," said DF/J partner Jim Tenny, who heads up the account.

Advertising will promote the use of the pads in conjunction with other migraine medicines. A strong ad push will take place in July, which Mentholatum is designating as "Migraine Management Month."

DF/J was created last year after former Saatchi & Saatchi New York Chairman-CEO Mr. Jeary joined Mr. Della Femina at his agency, then called Jerry & Ketchum. Mr. Jeary, president-chief operating officer, runs DF/J with Chairman-CEO Mr. Della Femina. The shop has 63 employees and claims billings of about $140

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