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[new york] Omnicom Group bought back full ownership of Organic and is expected to acquire during the first quarter, said executives within the interactive agencies. Omnicom and Organic did not return calls for comment. An spokeswoman said it is 100% owned by Seneca Investments and declined to comment further. and Organic were among the shops involved in a 2001 deal in which Omnicom traded its investments in 16 online agencies for a stake in Seneca Investments, a new investment fund. Seneca Investments later bought full ownership of Organic and and restructured them in an attempt to make them profitable.

Toyota will sponsor `Today' live concerts

[torrance, calif.] Toyota Motor Sales USA's Toyota brand is taking over as title sponsor of the live concerts that air Fridays from May to October on "Today Show" on General Electric Co.'s NBC. Previous sponsor was the Egg Board. Toyota will use the sponsorship to spotlight its redone Toyota Sienna minivan, which launches in the spring. Terms of the sponsorship weren't disclosed. Toyota Marketing Communications Manager Deborah Meyer said the buy marks Toyota's return to early-morning TV and that it plans signage and other on-site activities at Rockefeller Plaza, where the concerts are staged.

Krispy Kreme buys baker, plans a sandwich chain

[winston-salem, n.c.] Krispy Kreme Doughnuts agreed to acquire Rochester, N.Y.-based Montana Mills Bread Co. in a stock transaction worth an estimated $40 million and said it intends to develop the baker of artisan breads into a larger sandwich subsidiary over the next two to three years. Montana Mills sells bread and other baked goods from on-site bakeries and at sit-down satellite cafes. Analysts expressed concerns over growth potential and management distractions. Krispy Kreme shares closed at $30.75 Jan. 24, down 8.75% for the day. Omnicom's GSD&M, Austin, Texas handles Krispy Kreme, as well as Brinker International, which operates Corner Bakery restaurants, among other brands. A GSD&M spokesman said he didn't anticipate a conflict issue since GSD&M had not been asked to handle Montana Mills.

Pfizer shifts Lubriderm to BBDO from JWT

[new york] Pfizer shifted advertising for its Lubriderm line of skin care products to Omnicom's BBDO Worldwide, New York, from WPP Group's J. Walter Thompson, New York, executives familiar with the move said. Spending was not disclosed, but Pfizer spent an estimated $32.3 million on measured media for the brands in the first 10 months of last year, according to Taylor Nelson Sofres' CMR.

Peace Corps invites 15 to agency review

[washington] The Peace Corps is seeking an ad agency for a recruitment effort and has asked 15 shops, drawn from a General Services Administration list of pre-qualified bidders, to submit proposals. Spending was not disclosed, but the campaign will include paid and public service TV and radio advertising.

Kmart, Martha shoot new TV spot in California

[new york] Kmart and Martha Stewart shot their next commercial for Martha Stewart-branded products in California last week. The setting of the spot, to break in March, is a large garden party featuring outdoor furniture. Peter Arnell of Omnicom's Arnell Group, agency for Ms. Stewart's Martha Stewart Living Omnimedia, directed.

New `Got Milk?' ads take a serious turn

[berkeley, calif.] The California Milk Processor Board, in a new creative tack, breaks the first of a series of more serious "Got Milk?" ads Feb 5. Creative focuses on the nutritional benefits of milk, with the sub-theme "Strength comes from within." New executions of the more familiar humorous "Got Milk?" ads also break Feb. 5. Spending by the Milk Board was put at $20 million per year. Omnicom's Goodby, Silverstein & Partners, San Francisco, handles.

IMG to publish daily during Fashion Week

[new york] IMG's 7th on Sixth, owner of Mercedes Benz Fashion Week, will produce six issues of a publication covering the event, which runs in New York from Feb. 7 through Feb. 14. The daily will be edited by Brandusa Niro, who edited Us Weekly's daily broadsheet for last fall's Fashion Week. About 15,000 copies will be distributed. Among the advertisers that bought the 92 ad pages Ms. Niro said The Daily had sold thus far are Avon, Donna Karan, and W Hotels.

TV for Grey Goose vodka split among two shops

[new rochelle, n.y.] Sidney Frank Importing Co. split assignments for Grey Goose Vodka's first TV campaign between DeVito/Verdi, New York, and Wolfe/Doyle, San Francisco, after a review involving outside shops and its in-house creative unit. Print creative remains in-house. The TV ads, to break in February, possibly on the Golf Channel, will continue to position Grey Goose as the "best tasting vodka." Sidney Frank Importing said its 2003 ad budget is $15 million to $20 million.

FYI . . .

Cordiant Communications Group's Bates Group is expected to complete its search for a North American CEO this week, said executives familiar with the situation. Search firms Korn/Ferry International and Gundersen Partners, New York, are handling. ... Reflecting Germany's opposition to a U.S. war against Iraq, Viacom-owned MTV Germany started airing anti-war commentaries last week by music video stars including Moby, Bon Jovi and Red Hot Chili Peppers under the the slogan "War Is Not The Answer." An MTV Germany spokeswoman said the campaign is airing only on MTV Germany. ... Rick Crosson was named VP-marketing at Subaru of America, succeeding Mark Darling, who resigned. Mr. Crosson has been a regional VP with Subaru. ... Jamie Barrett, 40, who led Goodby, Silverstein & Partners' winning pitch for the $350 million General Motors Corp. Saturn account, was named the eighth partner at the San Francisco agency. ... Sprint is reviewing agencies for its Sprint Business account, now at Interpublic's McCann Relationship Marketing, New York. McCann is participating in the review. Sprint Business spent $25 million in measured media in the U.S. in 2001, according to Taylor Nelson Sofres' CMR. ...The Pennzoil-Quaker State Co. unit of Shell Oil Products U.S. put creative for Pennzoil motor oil into review. GSD&M, Austin, Texas, the incumbent, will defend. It retains the $20 million media assignment. See QwikFIND aao37y . ... The Federal Trade Commission staff will provide media companies a list of fraudulent diet and health claims to use in screening ads for acceptance, said FTC Bureau of Consumer Protection Director Howard Beales, who prodded media companies to stop taking ads that "exploit overweight Americans." No date was given on when the list would be available. ... WPP Group named Eliot Kang, president-CEO of WPP's Asian-American ad agency, Kang & Lee, New York, to a new role as chief operating officer of WPP-controlled LG Ad, Korea's second largest ad agency.

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