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GLOBAL VILLAGE

By Published on .

Haagen-Dazs wants its new Chocolate Midnight Cookie flavor to "own" midnight. Starting Nov. 15, ring U.K. hotline number 0181 964-1212 between 10 p.m. and 4 a.m. and a man dressed in leather will deliver a carton by motorcycle to anywhere in central London within an hour for $7.50. The innovative promotion fits Haagen-Dazs' longtime European ad strategy of using amorous couples to equate ice cream with pleasure. For the new ice cream courier service, provocative ads in the back of London taxis ask, "Do you really want to go back for coffee or do you want something more?"

For people who dial that Haagen-Dazs hotline once too often, there's Conde Nast's new Encore magazine. Better known for monthlies like Vogue that cater to the fashionably thin, Conde Nast's first U.K. custom publishing effort is aimed at large women. Refreshingly, cover model Isabelle Ladenis' real job is running her dad's (Nico Ladenis) gourmet London restaurant, Chez Nico. Encore's editorial includes this fashion tip from designer Monica Zipper: "Show your cleavage and no one will see your double chin." But the ads don't match the message: A full-page ad for Givenchy's Organza perfume shows a tiny-waist model next to four bottles of the perfume, which comes in an hourglass-shape bottle that mimics the model's figure.

Latin American media directors aren't lasting long in the Southern Cone. Marcelo Salup is back in Miami this month in his old job of senior VP-regional media director at Foote Cone & Belding Latin America. The return follows a brief four-month interlude in Buenos Aires as McCann-Erickson Worldwide's VP-area media director. That's a long time compared with Julian Neuberger, J. Walter Thompson's U.K. media director who moved to Brazil in the same role but left SÌo Paulo after only a few days, apparently because certain contractual arrangements weren't confirmed.

If advertising encourages smoking, why is Marlboro the fastest-growing major brand in Australia, where cigarette ads are totally banned? Marlboro's sales soared by 78% in the last year to $41 million, according to ACNielsen's annual supermarket survey. "There's not much in the top 50 [supermarket brands] that's really good for you," admitted Miles Wilson, an ACNielsen account director. "It's really about caffeine, nicotine, dog food and chocolates.

Editors at Dow Jones/Hearst's SmartMoney magazine have been spotted sneaking off to Europe. Here's why: The Wall Street Journal Europe's Money Matters, billed as Europe's personal finance magazine, has just appeared. Fun stories include how to buy your own soccer team and gift suggestions for the person who has everything (the innocent-sounding $3,990 Truth Phone gives your callers a lie detector test).

Ad spending in Eastern Europe is growing by 20% to 40% a year, but creativity apparently isn't. The best of 1,000 entries at the third annual New Europe ad festival? A wall calendar, by Slovenia's Futura agency.

Older European women are being wooed after years of neglect. Procter &*Gamble's latest effort: the first bath and shower gel specifically aimed at older women, premium-price Litamin Hydro Vital. It's in test market in Germany.

Contributing: Geoffrey Lee Martin, Sydney; Dagmar Mussey, Dusseldorf; Jeffery D. Zbar, Hollywood, Fla.

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