ROONEY HOOFS IT TO ART E-TAILER

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Former beer marketing exec Jack Rooney's new job involves a horse, but it's not a Clydesdale. Following his exit as marketing chief at troubled Miller Brewing in Milwaukee, Rooney went west to Madison, to head up marketing for Guild.com, a seller of art, fine crafts and art books (see "Bulletin Board" on Page 30). One of its first products is a desktop-size bronze replica (below) of a Leonardo da Vinci drawing of a horse. Guild.com has a $6 million marketing budget, vs. the $200 million-plus in spending Rooney wielded at Miller, but he does get a trip out of Wisconsin. Rooney will be representing Guild.com in Milan this month when another company presents a 24-foot sculpture, based on the da Vinci horse, as a gift to Italy.

The right stuffed at 'Business 2.0'

Such a problem -- the September issue of Imagine Media's Business 2.0 is too fat to fit in the mag's media kit. Ad pages reached 129 with a folio of 214, vs. the 52 pages of ads in the title's July/August '98 debut. October won't help. There will be a record 164 pages of ads in a folio of 268 pages. Marketing mgr. Joy Daniels says she'll just have to order thicker media kit folders. Business 2.0 soon will announce a circulation rate base increase to 210,000 from 160,000.

Wine council ads to pour out

The Wine Market Council has declared the test of its first ad campaign a success. Tagged "Wine. What are you saving it for?" the TV advertising from Bozell Worldwide, Chicago, was tried out in two markets. The council hopes members will ante up $4 million or more for the full-fledged effort, more than double what was spent on the test push.

Cig shop Burnett wants the Blues

Leo Burnett Co., Chicago, is pitching the $14 million-plus Blue Cross & Blue Shield Association account. Would that be the same Blues whose member plans across the country are suing Philip Morris Cos., Burnett's largest client, and other tobacco marketers for billions in smoking-related costs? The national Blues ass'n, however, isn't involved directly with the suits and handles a national branding campaign. A decision is expected by November.

N-igmatic . . . Ogilvy memorial

Running out of time to get this right: P&G and Leo Burnett USA, Chicago, join bigwords.com (Adages, Aug. 23), General Mills (see story on this page) and others flunking the millennial spelling bee. A page ad last week for Dryel was headlined "In the next millenium, people will care for their 'dry clean only' clothes right at home. Hey, isn't that coming up?" Adages' dictionary, Merriam Webster's Collegiate, Tenth Edition, has the thousand-year word with two m's, two i's, two l's AND two n's. . . . Monica Lewinsky is dieting on the Jenny Craig plan, but apparently there's no firm deal yet for her to take a Fergie-like ad role. "We have an agreement with Monica Lewinsky," a Jenny Craig spokesman says, but wouldn't divulge details. . . . After David Ogilvy's death in July, many expressed a desire to honor him with a memorial service. So Ogilvy & Mather is inviting the public to a memorial at 3 p.m. Sept. 15 in Avery Fisher Hall at Lincoln Center in New York.

Got an Adage? Tell Dan by phone, (312) 280-3109; fax, (312) 649-5331; or e-mail,

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