Replacing Michel in Vevey: Graham Lute, who held the communications job in Canada.
How do they do it? Saatchi & Saatchi's Rome office is managing to handle both the pope starring in his first TV commercial-for a $50 rosary/photo of Pope/compact disc set-and a racy anti-fur ad for the International Fund for Animal Welfare, featuring European socialite Marina Ripa di Meana nude with the headline "The only fur I'm not ashamed to wear." At least one Italian newspaper has refused the anti-fur ad but it's gone up on poster sites in Milan and Rome. Italians love their fur coats; so far the main reaction seems to be that Ms. Ripa di Meana is in fabulous shape for a 55-year-old woman and grandmother of twins.
Ad groups are starting to lobby against adding the V-chip to new TV sets to let viewers, especially parents, block undesirable programs. The U.S. has already mandated the V-chip in new TVs from 1998 and the European Union is arguing about adding V-chips to a directive. "The V-chip could play havoc with the reliability of audience data," said Andrew Brown, director general of the U.K.'s Advertising Association. "If advertisers don't know what they are buying, it can threaten the commercial base of broadcasting."
Marketers tackling Latin America grapple with cultural idiosyncrasies as well as plunging pesos and instability. A light-hearted look at last month's Marketing 2020 Advertising Summit of the Americas in Miami:
Because of the word "federal" in its name, Federal Express suffered from the consumer perception that it was a government-run organization, said Deborah Van Valkenburgh, managing director/marketing-Latin America. Given the dilatory bureaucracy of many Latin countries, this didn't inspire a lot of confidence in Fed Ex's speedy delivery.
An IBM TV campaign showing a woman diving into a swimming pool was rejected in one market because "no woman in Brazil would ever wear a bathing suit with that much fabric," said Elizabeth Gannon, direct marketing general manager-Latin America.
To match a simple children's song that has become popular in Italian dairy products marketer Parmalat's commercials in Brazil, Nestle is believed to be paying Brazilian superstar singer/songwriter Roberto Carlos $4.5 million to write an even catchier song, according to Alvaro Novaes, Parmalat's director of marketing in Latin America. Nestle spends seven times Parmalat's budget in Brazil but no one sings along with its ads.
Veuve Clicquot Champagne ran into problems with health authorities in Mexico, who banned a charming international print ad showing elegantly dressed people sipping champagne on a little raft in a pond. The verdict: A raft is too dangerous a place to drink alcohol, said Philippe Brechot, regional export director/Latin America.M
Contributing: Amy Barone, Milan.