EarthLink, Atlanta, named Claudia Caplan, 46, to the new post of VP-brand marketing. Ms. Caplan, a 20-year agency veteran, comes to EarthLink from Los Angeles agency Mendelsohn/Zien, where she was creative director. Also, EarthLink named TBWA/Chiat/Day, Playa del Rey, Calif., agency of record. EarthLink is projected to spend about $60 million in traditional advertising. The ISP next month will launch a print and radio campaign promoting the EarthLink Broadband self-install DSL service in select major markets. Forthcoming ad efforts are expected to tie Apple Computer and EarthLink together. Apple, also housed at TBWA/Chiat/Day, made a $200 million investment in EarthLink earlier this year; EarthLink also is the preferred ISP for Apple computers.
Copyright July 2000, Crain Communications Inc.