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Nintendo aims to brand

itself with 'N'

[redmond, wash.] Nintendo of America's new brand campaign uses the tagline "Get 'N,' or get out," with the hope consumers will come to recognize the videogame company by the letter. TV spots break next week. Media spending is expected to be in the tens of millions. Leo Burnett USA, Chicago, handles.

Circuit City to hear

Divx proposals today

[richmond, va.] Circuit City Stores will hear presentations today from Bozell, Kirshenbaum Bond & Partners and Angotti, Thomas, Hedge, all New York; and Arnold Communications, McLean, Va., for what they've been told is a $50 million creative-only project for Digital Video Express, known as Divx.

P&G readies $40 mil intro

for Crest Extra Whitening

[cincinnati] Procter & Gamble Co. will introduce Crest Extra Whitening toothpaste in January with $40 million in advertising and promotion that will include network TV, national magazines, and both direct mail and promotional sampling. D'Arcy Masius Benton & Bowles, New York, handles.

AMC ends plans for

ads before films

[woodbury, n.y.] American Movie Classics has backed away from airing 30-second commercials before some of its films. About eight marketers were set as sponsors in the fourth quarter; those deals were canceled by AMC. A number of buyers said they were told last week that Tele-Communications Inc. and Universal Studios objected to the commercials.

Dell will talk again with

Y&R on global branding

[austin, texas] Dell Computer Corp. is said to be meeting again with Y&R Advertising this week for a new global branding assignment, following the departure of Y&R pitch leader Mark Linder, according to executives close to the review. Other contenders in the Dell review are Grey Advertising and J. Walter Thompson USA, both New York; and Goldberg Moser O'Neill, San Francisco, which handles the estimated $60 million U.S. account. Also, a Leo Burnett Co. spokesman denied the agency has re-entered the contest though an executive close to the review said it had.

Burnett quits Ameritech,

Fruit of the Loom

[chicago] Leo Burnett Co. has resigned as media agency of record for Ameritech Corp., an account billing an estimated $100 million. The agency would not comment as to whether it will pursue SBC Communications or others but an Ameritech spokeswoman said Burnett had informed the company it wanted a full-service account. Separately, Burnett's Toronto office resigned its North American Fruit of the Loom business. Fruit of the Loom VP-Brand Marketing Dirk Herrmann said he is talking with several agencies-including Kirshenbaum Bond & Partners and BVD agency Warwick Baker O'Neill, New York; and Lois/EJL, Hal Riney & Partners and Leap Partnership, Chicago.

Pepsi sends 7UP,

Mirinda biz to Goodby

[somers, n.y.] Pepsi-Cola Co. awarded its $25 million to $30 million international account for its 7UP and Mirinda orange soda business to Goodby, Silverstein & Partners, San Francisco. Pepsi also tapped BBDO West, Los Angeles, to handle creative for its Aquafina bottled water brand, from TLPartnership, Dallas; the assignment might also include a new lemon-lime beverage code-named Storm. International incumbent Ogilvy & Mather Worldwide, New York, did not participate in the review.

Garrity takes chairman

post at ANA

[laguna niguel, calif.] The Association of National Advertisers elected as chairman James J. Garrity, senior VP-advertising at First Union Corp. Elected vice chairman was John Costello, senior exec VP and general manager of marketing, Sears, Roebuck & Co. Mr. Garrity had been vice chairman in line to move up but stepped down after he left Compaq Computer Corp. in February to join First Union, a non-member. The bank has since become a member, allowing Mr. Garrity to take the post.

Ziff-Davis readies launch

of '[email protected] Reseller'

[new york] Ziff-Davis on Jan. 26 launches [email protected] Reseller, a news magazine to be published every other weekly in 1998 and converted to weekly in '99, according to people briefed on the title. Ziff-Davis wouldn't comment. Separately, International Data Group is seeking a joint venture partner to co-publish The Web.

Mitsubishi sets up meetings

for regional dealer review

[cypress, calif.] Mitsubishi Motor Sales of America this month will meet with Grey Advertising, Los Angeles (pitching with Zimmerman & Partners, Fort Lauderdale, Fla.); Citron Haligman Bedecarre and Foote, Cone & Belding, both San Francisco; and Deutsch, Santa Monica, Calif., and New York, for its $80 million consolidated regional dealer review. Separately, Mitsubishi unit MMSA Distribution Services Canada has sent questionnaires to 10 undisclosed agencies for its first Canadian account, estimated at about $25 million.


American Stock Exchange has narrowed its estimated $8 million agency review to five shops: Gillespie, Princeton, N.J.; Mullen, Wenham, Mass.; and Brouillard Communications; Hill, Holliday/Altschiller; and the Martin Agency, all New York. Merkley Newman Harty, New York, is the incumbent. . . . Bay Networks to Hill, Holliday, Connors, Cosmopulos, Boston, for creative and media planning, and Western International Media Corp., West Hollywood, Calif., for media buying on the computer networking products marketer's $15 million to $20 million account. Freeman Associates, Wellesley, Mass., formerly handled media. Creative was at Euro RSCG Dahlin Smith White, Salt Lake City. . . . Ben & Jerry's Homemade to McKinney & Silver, Raleigh, N.C., from in-house for its account; ad spending was less than $2 million this year but is expected to rise to $10 million in 1998. . . . J.P. Morgan & Co. will brief agencies this week on a review for a possible $15 million to $20 million corporate account. J. Walter Thompson USA, New York, and incumbent Collagen Group, New York, are invited, along with other unidentified shops. . . . Len Pearlstein to co-chairman-CEO of Saatchi & Saatchi Worldwide's Team One, El Segundo, Calif., from president of the Pearlstein Group, Los Angeles. He succeeds Scott Gilbert (see story on Page 65). . . . Drypers Corp. to Suissa Miller, Santa Monica, Calif., for a $10 million TV and

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