Ulcer drug Prevacid's DTC ads go to Bates
TAP Pharmaceuticals tapped Bates USA, New York, to serve as the first agency for its Prevacid direct-to-consumer account. The ad business reportedly is worth $40 million to $60 million, though a company spokeswoman declined to confirm that range. Prevacid is a prescription drug for ulcers and heartburn, and was the No. 2 seller last year in a market led by AstraZeneca's Prilosec, according to IMS Health.
Online broker Ameritrade breaks $200 mil blitz
Ameritrade Holding Corp. last weekend launched a $200 million blitz for its discount online brokerage. The campaign from OgilvyOne, Chicago, is tagged "Believe in yourself." Advertising is aimed at new investors who want to take control of their money, said J. Peter Ricketts, senior VP-marketing and sales. TV spots broke Saturday on football games and will air on network and cable channels; print will appear in newspapers and magazines. Ameritrade's ad budget for fiscal 2000, starting Oct. 1, will mark a big increase from the $50 million to $60 million spent in '99.
Bank of America tour tied to 2000 Olympics
Bank of America kicked off Sept. 15 -- a year to the date that the Olympics begin -- a 12-month, 48-city tour to promote the 2000 Games in Sydney as part of its sponsorship of the U.S. Olympic team. The Down Under Tour features Australian culture and entertainment, and will give away trips to Australia. Bank of America agencies Bozell Worldwide, New York, and Temerlin McClain, Dallas, helped develop the tour, along with sports marketing shop CMA, Dallas, and promotion agency Group III Promotions, Chicago. Bank of America has signed on as the U.S. team's sole bank sponsor through the 2004 Games, and also will be a sponsor of NBC's broadcast of the 2002 Winter Games in Salt Lake City.
Discover debuts first campaign from Goodby
Discover Financial Services last week unveiled a new TV campaign backing Discover Card, the first work for the card from Goodby, Silverstein & Partners, San Francisco, since it won the $80 million account in March. The advertising is tagged "There's always more to Discover," dropping the 12-year-old "It pays to Discover" theme. A spot previewed Sept. 12 on the Emmy awards telecast, and the campaign went on the air the next day in all dayparts on network and cable. The advertising concentrates on the features that make Discover different from bank-issued cards like MasterCard and Visa, such as its cash-back feature, said Cathy Davis, VP-advertising and brand management.
P&G joins reflect.com beauty products e-tailer
Procter & Gamble Co. and Institutional Venture Partners are creating reflect.com, a standalone beauty products site, with combined funding of $50 million. The site will offer more than 50,000 "personalized," reflect.com-branded beauty products, picked and packaged based on a questionnaire women answer. Reflect.com will launch before the 1999 holiday season.
Countries urged not to put limits on int'l e-commerce
Multinational executives are calling on governments worldwide to take a hands-off approach on regulating e-commerce and online advertising. The call for business-led self-regulation was made in Paris at a meeting of the Global Business Dialogue on Electronic Commerce, or GBDe, an international forum that aims to reach an industry consensus on how to regulate e-commerce. The forum opposes any efforts to apply domestic legislation to foreign-sourced commercial communications content, essentially advertising and marketing. "Companies would forgo online, cross-border sales" if they were obliged to conform to legislation in each country of destination, warned Sanford Litvack, senior exec VP-chief of corporate operations for Walt Disney Co. The main message of the GBDe initiative, said Thomas Middelhoff, chairman-CEO of Germany's Bertelsmann, is that "electronic commerce can only function if there are global standards," but "nothing will slow the development of electronic commerce more than a patchwork of conflicting rules established at the national level."
AAF names 7 young execs to Hall of Achievement
American Advertising Federation named seven young ad and media executives to its Advertising Hall of Achievement. They are Gilbert Davila, director-multicultural marketing at Sears, Roebuck & Co; Christy Haubegger, publisher, Latina; Philippe Krakowsky, senior VP-corporate communications, Young & Rubicam, New York; William McKendry, founder and chief creative officer, Hanon McKendry, Grand Rapids, Mich.; Kevin O'Connor, CEO and co-founder, DoubleClick; Matthew Ross, managing director of the IBM brand for Ogilvy & Mather Worldwide, New York; and