NEW MARKETING GROUP TO TRACK GLOBAL ACTIVITY : DIRECTV ADS BACK ON THE AIR

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[chicago] A new 28-member World Marketing Association has been set up to facilitate information exchange and coordinate activities among dozens of regional and country marketing associations worldwide.

At the group's first meeting in Chicago last month, the board decided to address six priorities: plan the second annual World Wide Marketing Forum, designate a task force to develop a consensus of marketing, develop a Web page, create a directory of marketing groups worldwide, refine objectives and develop governance details. The council's leadership will rotate among the American Marketing Association in Chicago, the Asia Pacific Marketing Federation in Melbourne and the European Marketing Confederation in Brussels.

[fort lauderdale, fla.] After having four months to reconsider, five networks will carry Galaxy Latin America's

DirecTV pan-regional ad campaign. Turner International's TNT, Cartoon Network and CNN International, and Viacom's MTV Latino and Nickelodeon began broadcasting the ads Nov. 11, said Rick Moe, VP-marketing, sales and distribution with Fort Lauderdale, Fla.-based Galaxy.

In June, executives with 13 pan-Latin American networks received letters and telephone calls from Brazil's communications giant, Globo Organizacoes, and co-operatives Canitec in Mexico and Tepal in Central America warning them to stop carrying ads for the direct-to-home satellite service or risk being denied carriage or having local-market ads inserted over DirecTV spots.

All schedules were cancelled, except for that with Canal de Noticias NBC, which continued carrying the spots, without repercussion. So the other networks agreed to carry the spots, said Charlotte Leonard, senior VP with Turner International. The campaign budget is $1.5 million per network for 1997. J. Walter Thompson, Mexico City and SÌo Paulo, handles.

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