D'ARCY'S BENSIMON WINS MOLSON CANADIAN BRAND

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[toronto] Molson Breweries handed its Molson Canadian brand account to Bensimon/Byrne D'Arcy. Bensimon will lead the effort from its office here, supported by sister shop D'Arcy Masius Benton & Bowles in St. Louis. The appointment follows a four-way international pitch that included Leo Burnett Co., Toronto and Chicago; HHCL & Partners, London; and Taxi Advertising & Design, Toronto. Molson is still talking with HHCL about other work. MacLaren McCann was fired from the account in May, sparking the review. A portion of Bensimon's compensation will be tied to the brand's performance, a first for Molson.

Rover U.K. shifts account to M&C Saatchi

[london] BMW-owned Rover U.K. ended its long relationship with Ammirati Puris Lintas by naming M&C Saatchi to handle its TV and print account. The appointment followed a four-way pitch. M&C Saatchi will handle next year's launch of the Rover 25 and 45 models. The Rover Group has yet to complete the review of its global account. Ammirati recently lost the pan-European launch of the new models to WCRS.

First-e bank deposits launch work at JWT

[dublin] Online bank first-e tapped J. Walter Thompson Co., London, to handle its $5 million launch. First-e, claiming to be the first pan-European Internet bank, goes live at the end of this month. Media will be handled by Media Insight. First-e is backed by Apax Partners, Intel Corp. and Metro, Germany's biggest supermarket.

Henkel enlists DDB for Febreze challenger

[duesseldorf] Henkel's Thompson subsidiary appointed DDB Worldwide to handle the German launch of a new fiber deodorant. Aimed at challenging Procter & Gamble Co.'s Febreze, the product removes bad smells from textiles in carpets, clothing and furniture. Expansion to other European markets is likely to follow.

Hong Kong agency groups endorse fee-based pay

[hong kong] The Association of Accredited Advertising Agents of Hong Kong, consisting mainly of international networks, is recommending fee-based compensation for ad agencies. Traditionally, Hong Kong agencies have been paid through the commission system. Said Jeffrey Yu, association chairman and Hong Kong-based regional director of Bates Advertising for greater China: "The fee-based system ensures that agencies recover all costs associated with the services provided, together with a fair and reasonable profit, while the creative nature of the business is also recognized." The recommendation has been endorsed by the Hong Kong Advertisers Association, a group of local shops.

All-Africa Games score with $10 mil in sponsors

[johannesburg] Grinaker Sports Marketing raised a record $10 million in sponsorships for the All-Africa Games, the 52-nation sports event to be hosted by South Africa. The last seven sessions of the All-Africa Games only managed to garner $500,000 in sponsorship for an event that costs up to $25 million, said Clive Grinaker, managing director of the sports marketing company. The largest contributor among the 15 sponsors is local mobile telephone network Vodacom, contributing $7 million, and one of its shareholders, U.K.'s Vodafone Air Touch, with $1.7 million. Eight other sponsors -- including Amalgamated Banks of South Africa, courier service DHL and Mercedes-Benz -- contributed about $1 million each. "We had to offer an innovative package because we knew it would be difficult to find sponsors," Mr. Grinaker said. "This ensures there will be no broadcast-only sponsors and no hijacking of the event by non-sponsors."

P&G's Pantene Pro-V line arrives in Latin America

[caracas] Procter & Gamble Co. began the Latin American rollout of Pantene Pro-V Color System in Venezuela, six months after the U.S. launch and a year after Europe. About 40% of the ad budget, to be handled by Fisher Grey, will go to TV, said Catherina Espinoza, an assistant brand manager. The teaser campaign for the haircare line includes simulated street disturbances launching the battle cry "Defend your color." P&G expects a high level of acceptance for Pantene Pro-V Color System in Latin America, where 45% of women color their hair, Ms. Espinoza said.

Audi eyes women drivers for new A2 aluminum car

[frankfurt] Audi is trying to widen its customer base with the A2 by attracting more women buyers and younger consumers with more liberal values. Currently, women account for only 15% of Audi's sales, which marketers say will rise to 35% for the A2. A production model of the futuristic car was unveiled this month at the Frankfurt auto show. The three messages of the consumer marketing campaign set to break in mid-2000 are that the A2 is progressive, highly "valuable" and responsible, said Dietmar Schumacher, head of product marketing for A2. Rather than a beautiful" sporty design like the A3, Audi's first high-volume aluminum car has a more futuristic style to appeal to consumers with more "intellectual, post-modern values." Audi last June appointed Wieden & Kennedy, Amsterdam, to handle the A2's estimated $15 million pan-European advertising account, even though it wasn't one of Audi's roster agencies. It was the first time the carmaker moved outside its Audi Agency Network of creative shops. "Wieden & Kennedy gives us a chance to have a more progressive approach," Mr. Schumacher said.

MasterCard teams up with soccer legend Pele

[sao paulo] MasterCard International, the bank Unibanco and Abrinq, a foundation for children's rights, are launching with the country's "Athlete of the Century," soccer player Pele, the Pele Unibanco MasterCard. Cardholders will donate $1.50 a month to the Abrincq foundation. A $1.2 million campaign from McCann-Erickson Worldwide will support the launch, using MasterCard's global "Priceless" concept.

MTV deal expands its reach in Hong Kong

[hong kong] MTV Networks Asia started telecasting here Sept. 25, thanks to an agreement with Hong Kong Cable Television. The distribution deal sends the Singapore-based music telecaster, a joint venture of Viacom and PolyGram, into 200,000 households in Hong Kong. Previously, MTV Asia had limited viewership in Hong Kong on terrestrial channels during late night or weekend time slots. Frank Brown, president of MTV Networks Asia, called the agreement a "milestone" in the 24-hour, Mandarin-language channel's development in the region. "For our advertisers, our channel will also be an effective medium to target young adult

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