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Coke puts PowerAde into review; 4 agencies compete

[atlanta] Coca-Cola Co. is putting its PowerAde sports-beverage account into review, executives familiar with the decision said. Interpublic Group of Cos.' McCann-Erickson Worldwide, New York, is defending the business, while independent shops Wieden & Kennedy, Portland, Ore., and Berlin Cameron & Partners and Cliff Freeman & Partners, both New York, are vying for the brand. Executives from Coca-Cola and McCann could not be reached for comment by press time. In December, Coca-Cola aligned global advertising duties for its Coca-Cola brand with Interpublic, including McCann. Cliff Freeman has worked on the Coca-Cola brand and is agency of record for Coca-Cola's Fanta. Berlin Cameron handles Coca-Cola's Coke Light (Latin America), Mello Yello, Nestea Cool and Dasani water lines. Wieden has Coca-Cola's Diet Coke business. According to Taylor Nelson Sofres' CMR, the marketer spent $32 million in measured media to support the PowerAde brand in 2000. PowerAde competes against category leader Quaker Oats Co.'s Gatorade, which PepsiCo is buying.

Media Edge, MindShare discuss next step

[new york] WPP Group's Media Edge and MindShare met last week to accelerate the process of creating a holding company over the media agencies. The holding company would be the media world's largest, with $30 billion in billings and nearly 5,000 employees. "We are finishing up the re-engineering so that we can come out of this with all guns blazing," said a Media Edge executive. The venture would share software tools and research, and consult on some accounts; MindShare and Media Edge would retain separate identities to avoid client conflicts. (See

Deals for ads on `Survivor' finale soar

[new york] Forgetting about a slower TV advertising market, CBS is plowing ahead in inking deals with national advertisers for a skyrocketing $800,000 to $1 million for a 30-second spot in the May 3 finale of "Survivor: The Australian Outback." The first "Survivor" series finale, in August 2000, pulled in some $600,000 a spot from sponsors, garnering $35 million in advertising for the two-hour show. Regular season spots for the current "Survivor" series have been in the $450,000 to $500,000 range. A CBS spokesman wouldn't comment.

M&M/Mars to launch candy dispensers, toys

[hackettstown, n.j.] M&M/Mars hopes to grow its sales in the popular candy novelty category with the launch this August of M&M's Toy & Pogo, a combination of movable M&M's character toys, "pogo" dispensers and M&M's Minis Milk Chocolate Candies. The dispensers will be supported with print ads in August via Omnicom Group's BBDO Worldwide, New York.

Hilton breaks $15 mil effort aimed at kids

[beverly hills] Hilton Hotels Corp. launches an estimated $15 million campaign April 18 for its Embassy Suites line that targets children, who may influence family vacation decisions. The TV effort starts on Nickelodeon and could segue to other national cable outlets. The creative from Omnicom's TBWA/Chiat Day, New York, features a 10-year-old boy named "Austin" who's excited about having his own room.

Wrigley Healthcare debuts antacid gum

[chicago] Wrigley Healthcare today launches its Surpass antacid chewing gum with an integrated campaign from Omnicom's DDB Corbett, with siblings DDB Chicago and Tribal DDB, all Chicago. The gum is backed by a 30-second TV spot, print ad and new Web site.

Sears overhauls marketing campaign

[hoffman estates, ill]. Sears, Roebuck & Co. is overhauling its marketing campaign with a planned break date of late this summer or early fall. Executives familiar with the situation said they are uncertain whether Sears will continue with its almost two-year-old tagline "The Good Life at a Great Price. Guaranteed." WPP's Ogilvy & Mather and Y&R Advertising, both out of Chicago and New York offices, handle Sears' ads.

White House breaks drug spots for parents

[washington] The White House Office of National Drug Control Policy today launches new creative urging parents to do a better job of overseeing their kids. The campaign done for the Partnership for Drug Free America by WPP's J. Walter Thompson Co., Chicago, features kids saying how they hated their parents for constantly asking questions, but now appreciate it. WPP's Ogilvy & Mather Worldwide, New York, is agency for the drug office.


Bcom3 Group's Starcom Worldwide confirmed that it won the $50 million national broadcast buying business of electronics retailer Best Buy Co. The agency beat out WPP's Media Edge, Omnicom's OMD and Zenith Media, which is jointly owned by Cordiant Communications Group and Publicis Groupe. ... MarchFirst completed the sale of its Salt Lake Cityoperation as well as ad agency McKinney & Silver, Raleigh, N.C., on April 12, the same day it filed for bankruptcy. MarchFirst said the aggregate purchase price for the two units was about $13.6 million and the assumption of liabilities was about $17 million. Although officials wouldn't give specifics on each unit's selling price, industry observes say Havas Advertising's price tag for McKinney came in around $25 million. The Salt Lake City operation was bought out by its management. ... Laurie Coots, who made her mark at TBWA/Chiat/Day, Playa del Rey, Calif., in new business development, adds worldwide responsibilities to her duties. The move, along with others expected this week, is the latest in a management shakeup under TBWA Worldwide's new president-CEO, Jean-Marie Dru. ... Magazine advertising continues to be significantly off last year's record levels. Through March, according to Taylor Nelson Sofres' CMR, pages for key categories of automotive were down 11.8% and computers, software, and Internet related advertising was down 22%. Overall pages were down 6.8%. ... Clorox Co.'s Armor All today launches a TV and print campaign for new product Armor All Wipes, which is designed for cleaning interior car surfaces. Omnicom's DDB Worldwide, San Francisco, is the agency.

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