Media Edge to feast on
$40 mil in Barilla work
[parma, italy] Barilla Group enlisted Young & Rubicam's Media Edge, London, to handle the estimated $40 million global media buying and planning account for Barilla, a premium Italian pasta brand. Barilla will spend $26 million in Europe and $14 million in the U.S., Australia, Brazil and Mexico. Mediacom previously handled, and earlier this year, Y&R, which handled Barilla creative in Italy, picked up the account in the rest of the world from Mediacom sister agency Grey Advertising.
Carat to handle media
for Zed online service
[london] Finnish telco Sonera dialed up Carat International to handle media for the global launch of its new Zed interactive service. Leo Burnett Co. won the creative business in September. Zed provides access to information, entertainment and e-commerce through mobile phones.
Euro RSCG creates
anti-cig ad for Europe
[paris] Euro RSCG Life, the healthcare branch of Havas Advertising, unveiled a new anti-smoking commercial that will be the main focus of the European Commission's annual cancer prevention campaign. The 30-second TV spot is aimed at deterring 11-to-15-year-olds from taking up smoking. It features a girl on in-line skates streaking through an urban environment in a last-ditch effort to stop a friend from smoking his first cigarette. The campaign, which has been translated into 13 languages used across the European Union's 15 member states, also will include a 40-second cinema spot, a 25-second radio spot, outdoor and a new Internet site (www.no-tobacco.org). The $5 million account is likely to go to a formal review at the end of next year, a Havas spokeswoman said.
PepsiCo to take Guarana
drink on global trek
[brasilia] PepsiCo won a global bottling and distribution agreement for Brazilian soft drink Guarana Antarctica, produced by AmBev (Compania de Bebidas das Americas), the giant new soft-drink company formed by leading Brazilian breweries Brahma and Antarctica. Guarana Antarctica is Coca-Cola Co.'s biggest rival in Brazil, and is said to be among the 15 top-selling soft drinks in the world. AmBev expects Guarana Antarctica to become one of the top 10 best-selling soft drinks globally. Worldwide distribution of the product will start in the second half of next year. PepsiCo will adopt the slogan "The taste of Brazil for the world." No final decision has been made yet on global advertising. Guarana Antarctica's agency in Brazil is Omnicom Group's DM9 DDB, Sao Paulo, and PepsiCo is handled worldwide by Omnicom's BBDO Worldwide.
Saatchi hires Ansell
to head Aussie agency
[sydney] Saatchi & Saatchi's months-long search for a CEO at its Australian agency ended with the appointment of David Ansell, who will move to Saatchi from marketing director of Australian cable TV network Foxtel. Mr. Ansell's appointment reflects a growing trend among Australian shops to bring in non-agency executives to steer them in a rapidly changing industry. Mr. Ansell succeeds Brian Sheehan, who left the agency earlier this year to head up Saatchi's Lexus agency, Team One in El Segundo, Calif. Mr. Ansell will be in charge of an agency with billings of $150 million and a staff of 140. He leaves behind a $70 million sales and marketing budget at Foxtel, where for the last three years he has worked with a team of 400 employees to help build subscriber numbers from 95,000 in August 1996 to more than 500,000 today. His 17-year career in marketing has been with just three brands: Coca-Cola, Pepsi and Foxtel.
Insurance, haircare keep
Burnett busy in Philippines
[manila] Hemisphere Leo Burnett bagged the Philippine account of its U.S. insurance client, even as the agency was helping another client take to the streets in a "direct-to-consumer" campaign. Burnett won the Allstate Life Insurance account, said a top official at the agency, following the insurer's establishment of. its regional headquarters in Manila last year. Allstate's target is to reach the country's broad middle market. Meanwhile, Procter & Gamble Co. has embarked on a direct-to-consumer campaign for its Rejoice Hot Oil haircare product. The campaign, created by Burnett and dubbed the "Rejoice Hot Oil Challenge," is an actual product demonstration conducted in the street. Some of the hair washings have been filmed and converted into a 45-second commercial that broke recently. P&G built a portable sink and tapped a good-looking local male TV personality to ask women in the street to take part in the "Challenge." The "Challenge" eventually will reach 22 key cities in the Philippines. Earlier, Leo Burnett Co.'s Chicago office ran a similar woman-in-the-street demonstration to promote P&G's Pert Plus brand in the U.S.
Also . . .
HBO Asia tapped FCA! Communications, Singapore, to handle a rebranding campaign for HBO and Cinemax in Asia. The appointment follows a pitch that also included Ogilvy & Mather Worldwide, Monsoon and Leo Burnett Co. . . . E-Ventures, London, the Internet investor owned by Rupert Murdoch's News Corp. and Japan's Softbank, drafted its first U.K. head of marketing from the U.S. Katie Walker, former VP-brand development at News Corp. in the U.S., has been appointed chief marketing officer. As well as spearheading marketing and communications, Ms. Walker will be launching U.S. companies with proven Internet track records in the U.K. The company's first two launches are Internet retailer buy.com and online mortgage company eloan. . . . Anheuser-Busch launched Bud Ice in China. "We expect that with its unique, clear packaging and exclusive ice-brewing process, Bud Ice will appeal to the young adult drinkers who crave different and exciting alternative choices," said Phil Davis, president of the St. Louis-based brewer's China venture, Budweiser Wuhan International Brewing Co. . . . A Spanish-language edition of Rolling Stone is launching in Spain through publishing group Progresa. Progesa is owned by media company Prisa Group. Progresa's previous foray into the music publication category, El Gran Musical, collapsed. . . . Nickelodeon International has launched in India. The channel will be distributed by Zee Network and Siticable. The kid-oriented network's programming includes live action dramas and comedies, animated series, and game shows. . . . Bahema Group, the leading Brazilian franchisee for U.S.-based fast-food chain Arby's, is closing 21 restaurants in Sao Paulo and one in Fortaleza. Only the stores in the city of Brasilia, through local franchisee Jose Vicente Estevanato, will