Gillette unveils Mach3 in Venezuela
[caracas] Gillette Co. introduced Mach3, its latest generation of razor technology, in Venezuela, just six months after the U.S. launch and with high hopes that it will be Gillette's most successful shaver ever. Alberto Duenas, president of Gillette Venezuela, said the company holds 72% of the local razor market, spearheaded by throwaway Prestobarba and the Sensor system. With the new product, Gillette hopes to increase its share of the 80 million-unit Venezuelan market, based on a target of selling 1 million razors and at least 7 million replacement blades in the first year. McCann-Erickson Venezuela will handle the $2 million launch of Mach3. TV will take 70% of the ad budget, using the same communications strategy and creative as in the U.S.
RJR's Petr1 moves forward in Russia
[moscow] R.J. Reynolds Tobacco Co. launched a national promotion for its locally produced Petr1 brand under the patriotic slogan, "Russia, forwards." The campaign promotes both the company's most popular local tobacco brand, and its Petr1 light version, across Russia's 20 biggest cities. The major plank in the marketing campaign is a lottery in which customers who mail three tokens from cigarette packs are eligible to win one of 20 Russian Niva vehicles, produced by car marketer VAZ Lada. Also, RJR signed a sponsorship agreement with three major dailies -- Izvestia, Komsomolskaya Pravda and Sovo -- in which the logo and slogan "Good news from Petr1" will be printed over business news items.
Burger King to enter Brazil in late 1999
[sao paulo] Burger King Corp. is finally on its way to Brazil. The company has a manager -- Batista Gigliotti -- lined up and intends to expand via regional franchising beginning in the last months of 1999. Rival McDonald's Corp. has been in Brazil for 19 years and is in 80 cities with a total of 367 restaurants and 258 kiosks.
IDG.net opens Euro hub in London
[london] IDG.net, the IDG Online Network of technology-specific sites claimed to be the biggest in the world, opened a European hub here and made three management appointments on the back of strong demand for its global ad programs. Laurie Morgan, president of IDG.net, said its Global Web Advertising Network closed 1998 with an ad run rate "10 times higher than in January" and much of the momentum "has come from the dramatic growth of integrated, international programs across multiple Web products in multiple regions." IDG.net, accessible via the Web site www.idg.net, consists of more than 240 IDG Web sites in 55 countries. Mark Crafts was promoted to advertising director at IDG.net from sales manager; Jill Hourston moves to managing client operations for IDG.net in Europe, from the same job in San Francisco; Springer Huseby joins IDG.net from Research to succeed Ms. Hourston.
Struggling `Who Weekly' readies ad campaign
[sydney] Who Weekly, the Australian version of Time Inc.'s People, is about to embark on an aggressive $3 million campaign just one week after Time revealed sales had dropped by nearly 28,000 copies a week. The advertising also coincides with the arrival of Who Weekly's new editor, Bruce Guthrie, former editor of Melbourne newspaper The Age. Mr. Guthrie is the first Australian to edit the magazine since its launch seven years ago. Speculation that sales were in serious decline was confirmed Feb. 5 when figures released by the Audit Bureau of Circulations showed Who Weekly's total circulation dropped 11.8% to 205,819 in the six months to Dec. 31. "Who Weekly has not been advertised for 18 months. I really do think that, in terms of our circulation drop, that had something to do with it," said Time Inc. Managing Director Marty Gardner. A new TV campaign aimed at women ages 25 to 39 was created by Sydney agency BAM SSB, part of the Dentsu group, which handled the magazine's launch campaign in 1991.
Hicks heads marketing at Nat'l Geo. channels
[washington] Mary Hicks was named to the new post of VP-marketing and communications at National Geographic Channels Worldwide, from creative director at NGCW and National Geographic Television. Ms. Hicks will oversee the public relations, corporate communications, advertising, promotions and creative services divisions. She also will create the 1999 NGCW print and TV campaigns and develop brand strategy. National Geographic launched National Geographic Channels Worldwide, its first branded TV channels, in September 1997 as a business enterprise between U.S. TV network NBC and National Geographic Television.
Grieder to lead Nickelodeon in L. America
[miami] Steve Grieder was promoted to general manager from VP-creative director of Nickelodeon's Latin American operation. Mr. Grieder succeeds Taran Swan, who is returning to New York from Miami for family reasons. She will be working for Nickelodeon International. "As a result of Taran's strong leadership and business skills, Nickelodeon Latin America has been one of Nickelodeon's most successful international ventures to date," said Karen Flischel, managing director of Nickelodeon International. Mr. Grieder will now be responsible for the development of Nickelodeon throughout Latin America, including managing distribution, marketing, programming and ad sales. Nickelodeon Latin America is a 24-hour children's network that is transmitted in Spanish, Portuguese and