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Florida Citrus Department opens $20 million ad effort

[lakeland, fla.] The Florida Department of Citrus this week launches a $20 million national advertising campaign with the message that Florida orange juice is "the best start under the sun." The integrated campaign, from Richards Group, Dallas, includes TV spots airing on mom-targeted programs such as NBC's "Today" and ABC's "The View" that show how juice fits into hectic morning routines.

Nissan eyes shift from `Driven' tagline

[carson, calif.] A new advertising tagline that would replace "Driven" at Nissan North America's Nissan division is expected to be a version of "Shift the future," a line now in use for Nissan in Japan, a spokesman said. Each Nissan overseas division determines what tag to use as new models are introduced. The new line for Nissan North America ads could appear with this summer's relaunch of Nissan's Z sports car. Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif., handles Nissan North America.

Baglivo succeeds Brown as Panoramic CEO

[new york] Jeb Brown stepped down as chairman-CEO of holding company Panoramic Communications. President Mary Baglivo, 43, becomes CEO. Bruno Widmer, 60, becomes chairman, from chairman-founder, Advico/ Young & Rubicam, Zurich. He will be based in Switzerland and has close ties to Swiss ad-services company PubliGroupe, which acquired control of Panoramic in 2000. Mr. Brown said he will pursue investments and consulting; he becomes vice chairman at Panoramic and remains a minority owner.

Cox opens ad push for its Valpak mailer

[largo, fla.] Cox Target Media this week will launch a $7.5 million national ad campaign, three times its usual ad spend, to rebrand its flagship Valpak co-op direct-mail piece. The repositioning includes the first redesign in 15 years of the well-known blue envelope, which contains local and national advertisers' offers and coupons. The push includes TV spots, from Third Person, Milwaukee, and print ads breaking in March women's magazines.

Frankel takes `emeritus' post at his agency

[chicago] Promotion pioneer Bud Frankel assumed the title of chairman emeritus at promotions shop Frankel, Chicago, the agency he founded in 1962 and sold, in 2000, to Publicis Groupe. Frankel CEO Jim Mack succeeded Mr. Frankel, 72, as chairman, effective Jan. 2. A Frankel spokesperson said Mr. Frankel was not retiring.

Jeep giveaway drives Hershey ad push

[hershey, pa] Hershey Foods Corp. breaks a $10 million multibrand campaign this week supporting a giveaway of 25 Jeep Liberty vehicles in 25 days. TV, print and radio ads, from Omnicom's DDB Worldwide, New York, also describe the ease of winning. Consumers outside retail outlets will be asked at random to produce Hershey wrappers or a card carrying the name of the promotion.

Mad Dogs cry Wolf in possible agency sale

[new york] Mad Dogs & Englishmen, New York and San Francisco, is discussing a sale to Wolf Group Integrated Communications, Toronto, the two companies said. Mad Dogs had capitalized billings of $70 million in 2001. Wolf Group in 1998 purchased Partners & Shevack (now Wolf Group, New York).


Household International breaks a $12 million TV and print campaign this week from Interpublic Group of Cos.' Gotham, New York, tagged "Helping everyday people. Everyday." ... L'Oreal USA said its new spokesperson is actress Jessica Biel. Ads break this month from Interpublic's McCann-Erickson Worldwide, New York ... Starwood Hotels & Resorts Worldwide to Interpublic's Deutsch, New York, for its Westin and Sheraton hotel brands, from Omnicom's DDB Worldwide, New York. Spending was estimated between $20 million and $30 million. ... Office-products retailer Staples to Grey Global Group's MediaCom, New York, for its $50 million media buying and planning account, from Pro Media, Natick, Mass., after a review. Separately, the Brick Industry Association assigned its $8 million media buying and planning business to MediaCom from several regional shops ... The Mott's USA unit of Cadbury-Schweppes to Wolf Group, New York, for its $10 million ad assignment, from Moss/Dragoti, New York, a unit of Omnicom's DDB Worldwide. Consultants Van Brunt & Partners, Fairfield, Conn., and Roth Associates, New York, handled the review.

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