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Contents copyright 1998 by Crain Communications Inc. All rights reserved

March 31, 1998

Warner Bros. to announce

hiring of McDonald's Brad Ball

Warner Bros. is slated to announce today it has hired McDonald's USA Senior VP-Marketing Brad Ball to be president of Warner Bros. Domestic Theatrical Marketing. Warner Bros.' pursuit of Mr. Ball was first reported in the March 30 Advertising Age. Mr. Ball succeeds Chris Pula, who left the studio last fall.

Mr. Ball joined McDonald's in 1995 from Los Angeles agency Davis, Ball & Colambatto. McDonald's USA Chairman Jack Green berg said the company would look inside and outside its ranks for a suceessor. Mr. Ball will stay on for a month's transition period.

The announcement of Mr. Ball's departure comes two weeks after the burger giant's national marketing department was reorganized (AA, March 16). Three executives report to Mr. Ball, including veterans Roy Bergold, head of creative; Peter Sterling, head of finance for the marketing department; and Dave Baney, a veteran of Burger King Corp. who is responsible for national marketing initiatives.

At Warner Bros., Mr. Ball will report to Robert Daly and Terry Semel, chairmen and co-CEOs, and Sanford Reisenbach, exec VP-marketing and planning. He will be responsible for domestic marketing, advertising, publicity and promotion for all feature films produced, co-produced and distributed by Warner Bros.

CBS to Carat for media work: CBS Television moved its media planning and buying account to Carat MBS from Bates USA, both New York. Spending was not disclosed, but the network's account is estimated to be worth as much as $40 million to $50 million.

Scudder account to Gotham: Scudder Kemper Investments, Boston, awarded its $15 million to $20 million account to Gotham, New York, said executives close to the review. The combined business had been divided among four shops--W.B. Doner & Co., Southfield, Mich.; Heater Advertising, Boston; Impact Communications/FCB, Chicago; and Saatchi & Saatchi, Toronto--before Scudder Kemper was formed in January by the merger of Scudder Stevens & Clark and Zurich Kemper Investments. Pile & Co., Boston, handled the review.

Auto-By-Tel picks Grey Interactive: Online car marketer Auto-By-Tel awarded its $20 million online and traditional media accounts to Grey Interactive, New York. Grey Entertainment, Burbank, Calif., will handle traditional media, and Grey Interactive's sister media agency,, will handle media buying and planning. Grey will also help launch service internationally. Incumbent RBI Communications, Hollywood, Calif., will continue to handle public relations. Media was also handled by TBS Media and in-house.

CBS gets nod for radio buy: CBS Corp. said the U.S. Justice Department approved its acquisition of American Radio Systems, the fifth- largest radio broadcasting company in the U.S. with 98 stations. To win Justice Department approval, the companies will divest stations in Baltimore, Boston and St. Louis. Federal Communications Commission approval of the acquisition is still required.

Karmazin urges TV net rule changes: CBS Stations Group Chairman-CEO Mel Karmazin said Federal Communications Commission ownership rules should be amended to allow a single company to own more than one broadcast TV network. Mr. Karmazin said CBS would consider acquiring another broadcast network if allowed to do so. He spoke at a media conference sponsored by Schroder's and Variety.

Three inducted into Ad Hall of Fame: The former chairmen of Young & Rubicam and Crain Communications, Alex Kroll and Gertrude Crain, and the former chief marketing officer of McDonald's Corp., Paul D. Schrage, were inducted into the American Advertising Federation's Hall of Fame in ceremonies in New York. Mrs. Crain was inducted posthumously. Crain Communications publishes Advertising Age, Automotive News and other titles.

Account Action

Schwann's Sales Enterprises, Marshall, Minn., kept its $15 million frozen pizza advertising account, for brands including Tony's, Red Baron and Freschetta, at incumbent Bozell, Minneapolis, after a review. Martin Williams, Minneapolis, competed for the business...Internet virtual shopping mall iMall, Studio City, Calif., to Friedland Jacobs Communications, Burbank, Calif., its first agency, to handle its $7 million to $10 million account...Grand Piano & Furniture, Roanoke, Va., a 20-store regional chain, to Yaffe & Co., Southfield, Mich., after a review. Incumbent Trone Advertising, Greensboro, N.C., didn't participate. Spending was not disclosed.

People Moving

Kathi Presutti to executive creative director, Meridian Advertising, Troy, Mich., a new post, from VP-executive creative director, Yaffe & Co., Southfield, Mich. At Yaffe, Associate Creative Director Mike McClure was named VP-executive creative director.

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