NABISCO ASKS 3 ROSTER SHOPS TO VIE FOR PRINT BUYING ACC'T

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Nabisco is conducting a review of its print media buying, now at agency Long Haymes Carr, Winston-Salem, N.C.

A spokeswoman, who confirmed the food marketer has ordered up "a capabilities presentation" for print, said buying for TV and other media are unaffected.

"It doesn't mean we're changing anything," she said.

Nabisco asked all of its current agencies -- Foote, Cone & Belding and McCann-Erickson Worldwide, both New York, and Long -- to participate. FCB currently handles TV buying and creative on cookies; McCann has creative on crackers. Long also does creative work for Nabisco's LifeSavers Co. division.

MINIMAL SPENDING

The expenditure on print advertising at Nabisco, which overwhelmingly prefers TV as its medium of choice, was minimal last year considering the size of the $8.73 billion company. Measured print spending in '97 was less than $10 million, according to Competitive Media Reporting.

This review is the latest domino in a swift series of marketing moves at Nabisco following the installation of Jim Kilts as president-CEO of parent Nabisco Holdings Corp. late last year.

In February, the company named Rick Lenny president of its biscuit division; in March, he brought in Sharon Fordham as senior VP-marketing to replace Elizabeth Culligan, who had moved to president of Nabisco International.

Earlier this month, Nabisco put into review a portion of its co-marketing business, an account-specific program called Asset that tailors local brand-building marketing programs to specific grocery chain customers.

That review is believed to be ongoing and is said to include Ryan Partnership, J. Brown/LMC and Reach Marketing, all Westport, Conn. The previous agency is MGR, Wilton, Conn.

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