The Week

Published on .

Havas' Euro RSCG Worldwide launched a global marketing-services entity called Euro RSCG 4D, into which the agency is merging its marketing-services companies and its interactive unit, Euro RSCG Interaction. George Gallate, a longtime exec VP at Euro RSCG Worldwide, will be in charge of 4D, and will maintain his responsibilities leading Euro's Intel account. More than 20 companies, including direct marketer Brann Worldwide, Euro RSCG Skybridge and EHS Brann, are becoming part of 4D, which is headquartered in New York. QwikFIND aap50d

Food lobbyist calls for self-regulation

C. Manley Molpus, president-CEO of the Grocery Manufacturers of America, took the stand last week that the ad industry's self-regulatory review of food ads "is one of the best-kept secrets in the country" and that it is inadequately promoted as anti-obesity activists attack the ads. Mr. Molpus, who heads the group that represents food manufacturers such as General Mills, Kraft Foods and PepsiCo., publicly asked the Council of Better Business Bureaus to step up activities and publicity of the National Advertising Division and the Children's Advertising Review Unit. Jim Guthrie, who heads the National Advertising Review Council, which oversees the two units, said steps are already being taken to do both. The group will publish a guide for marketers, increase staffing for CARU and plans a major forum to promote the NAD and CARU's activities to policy makers. QwikFIND aap49y

Verizon rolls out `situmercials' series

Verizon launched a series of TV spots it is calling "situmercials" that tell an ongoing story in the manner of a TV sitcom. The campaign broke with a 60-second spot featuring the fictitious Elliott family, who use Verizon services in amusing situations. Other spots feature Latino and African-American families and will run on ethnic-targeted media. Additionally, family members from each group, who live in the same fictitious neighborhood, will show up in each other's spots. Spending on the campaign was undisclosed, but is expected to be in the range of $25 million for six months. McGarry Bowen, a New York-based independent ad agency, came up with the concept for the campaign. Publicis Groupe's Burrell Communications developed spots featuring the Davis family, and La Agencia de Orci & Asociados created spots for a family called the Sandovals. QwikFIND aap50q

MindShare wins $350 mil AmEx biz

American Express Co. wrapped up a review of its global media account by retaining its incumbent, MindShare. The media shop's combination of resources in multiple markets around the world won it the business, said Judy Tenzer, an American Express spokeswoman. The WPP Group unit pitched against Interpublic Group of Cos.' Initiative Media and Aegis Group's Carat, which does media buying for American Express in the U.K. American Express spent $357 million in measured media in 2003, according to TNS Media Intelligence/CMR. The decision does not affect the U.K. market, Japan or Italy, where the media is handled by local offices of Carat, Dentsu and Publicis Groupe's Zenith Optimedia, respectively. QwikFIND aap50a

Time's `All You' to launch in Wal-Mart

Time Inc. gave the long-awaited greenlight last week to its Wal-Mart magazine project. All You, a newsstand-only title, will launch with a September 2004 issue. The title will only be distributed through Wal-Mart, which accounts for 15% of all magazine single-copy sales. Its rate base at launch will be 500,000. It's expected to compete against low-priced women's service titles such as Bauer Publications' Woman's World, though its cover price is not yet set. QwikFIND aap49s


Toys `R' Us has launched a review of its creative advertising account, now at Publicis Groupe's Leo Burnett USA, Chicago, as it evaluates its overall business strategy. Burnett was invited to participate in the review, expected to be completed in May. Eight or nine agencies will be invited and the retailer will develop a shortlist in a matter of weeks, said Warren Kornblum, the chain's chief marketing officer. Toys `R' Us spent $116 million in measured media last year, according to TNS Media Intelligence/CMR. QwikFIND aap50b ... Circuit City Stores appointed Ernest V. Speranza as senior VP-chief marketing officer, filling a position vacant since Fiona Dias was promoted to head the electronics retailer's Circuit City Direct unit last year. Mr. Speranza, a former senior VP-marketing, international at Toys `R' Us, joins Circuit City on April 19. The appointment is not expected to affect the search for a new creative agency, expected to be completed by summer.

Most Popular
In this article: