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P&G gives Burnett

huge U.K. media account

[newcastle-upon-tyne, england] Procter & Gamble U.K. has awarded Leo Burnett Co., London, what's claimed to be the U.K.'s biggest media assignment-its $287 million TV and outdoor buying account. In addition, Grey Advertising-owned MediaCom, London, has picked up the $11.5 million print work, and MediaVest, the London-based media arm of MacManus Group, parent of D'Arcy Masius Benton & Bowles, won radio buying worth $3 million. Burnett and MacManus continue to be involved in protracted merger talks, but an executive familiar with the negotiations claims a potential union is "still pretty much up in the air." The allocation of assignments, determined by a team under P&G's U.K. Media Manager Bernard Balderstone, follows a drawn-out pitch involving all P&G's U.K. roster agencies. Along with the winners of this consolidation, they include Saatchi & Saatchi and Euro RSCG, both London. Print, outdoor and radio buying was all previously handled by P&G in-house.

SCA shifts $150 million

in media buying to Carat

[goteborg, sweden] Swedish paper-products marketer SCA will pump its entire $150 million European media budget into Carat International. Carat is understood to have won the business over CIA Medianetwork International and Optimum Media Direction. The move follows a restructuring within the company earlier this year and reflects a desire to make its media systems more effective. Previously, SCA worked with different agencies-including Carat, CIA and Initiative Media Worldwide-on a market-by-market basis. The aim is to provide SCA with central strategy, coordination and leadership, combined with local planning, buying and implementation, according to Brian Jacobs, managing director of Carat International, who was involved in the pitch.The assignment will be led from Stockholm-based Carat Scandinavia, under Patrick Stahle, general manager-international.

Labatt in big Canada

hockey sponsorship deal

[toronto] Labatt Breweries of Canada has become the title sponsor and official beer sponsor in Canada for NHL hockey broadcasts on CBC, Canada's national public broadcaster. The deal for the Labatt Blue brand is worth an estimated $40 million per year in a four-year agreement. It gives Labatt extensive broadcast time on the weekly "Hockey Night in Canada" broadcast, as well as being named as title sponsor in the pregame show, called "Labatt Saturday Night," and for "Hockey Night in Canada." In addition, Labatt has launched a cross-country promotion with CBC called "Labatt Blue Shoot Out," which gives fans a chance to compete at local arenas to win a chance to appear on "Hockey Night in Canada." Winners of the contest will then be sent to see the NHL team of their choice during a regular season game. Ammirati Puris Lintas creates the advertising for Labatt Blue.

MTV India viewers sing Coke jingle for fame

[bombay] MTV India, whose popularity has soared due to "Indigenization," has convinced soft-drink marketer Coca-Cola India to sign up for a two-year partnership that spots budding local singers. The "Coca-Cola & MTV Video Ga Ga" contest is styled on a concept introduced last April in Taiwan in conjunction with Japanese marketer Sony Corp.'s Sony Music Entertainment division. In India, MTV has also snared Cadbury India and Wm. Wrigley Jr. Co. as junior sponsors. "We are glad we could partner with Coca-Cola for this two-year deal," says Sanjay Puthli, MTV India's director-advertising sales in Bombay. Contestants are invited to record a minimum three-minute song ending with a line from the "Always Coca-Cola" ad jingle. The best voice will star in a custom MTV music video.

Unilever realigns

Impulse; O&M gains work

[london] In its second global realignment in three months, Unilever will move almost all its creative business worldwide for the Elida Faberge Impulse teen-age body spray brand to Ogilvy & Mather Worldwide from Ammirati Puris Lintas. Both agencies handle Unilever business from London. In this latest shift, O&M adds the Impulse account in Latin America, Africa and Central Asia/Middle East region to the Western Europe and Central & Eastern Europe region in which it already holds the business. APL will continue to handle Impulse in the East Asia Pacific Group. Impulse is not available in North America. Last August, O&M was dropped from Unilever's $260 million laundry-cleaning products roster in an international alignment, which largely benefited J. Walter Thompson Co.

Nokia's switch to Web

hits Finnish papers

[helsinki] Finnish mobile communications and telecommunications group Nokia has moved its job recruiting to the Internet. The change in policy comes as a serious blow for Finnish newspapers and magazines, which have been the primary outlet for Nokia's job-recruitment ads. Nokia spent $24 million advertising job vacancies in Finland in 1997. The 1998 spending could exceed $26.7 million, with a further $8 million spent on job advertising outside Finland.

Jeans marketers vie

for Indian youth

[bombay] U.K.-based Pepe Jeans joins U.S. marketers Levi Strauss & Co. and VF Corp.'s Lee by launching a new range of denimwear timed to coincide with Diwali, the Hindu New Year when Indians generally are more free-spending. PJL Clothing India, Pepe's Indian licensee, has pitched its upscale European-fit M2 range specifically against Levi's 501 line. At $32 to $35, the jeans match Levi and Lee in price. The focus for all marketers is Western-influenced youth. Levi recently broke a campaign by McCann-Erickson India, Bangalore, India, for its lower-priced jeans and tops priced at $23, an attempt to widen its market. A print, TV and outdoor board effort by Lee agency Trikaya Grey Advertising, Bangalore, India, announced the launch of Lee Youth. Targeting kids between 4 and 14 years, the denimwear is pushed as the genuine American product. A print ad, for instance, shows a petulant teen-age girl wearing a T-shirt that has printed on it, "Lee USA since 1889." The ad headline says, "Dress for yourself. The boys can wait a few years."

Expansion-minded NFO

buys Aussie researcher

[greenwich, conn.] Marketing information provider NFO Worldwide has bought Donovan Research, a market-research agency in Perth. Donovan specializes in package-goods, public policy, customer-satisfaction and continuous-tracking research. NFO, which intends to expand in the Asia/Pacific region, already owns CM Research Group in Australia.

AltaVista's Euro edition closes; new site sets up

[london] AltaVista.Telia, the advertising-supported European edition of U.S. Internet search engine AltaVista, has shut down. The site's closure brings to an end the biggest Web site represented by InterAd, the leading European online ad sales operation. However, sources say InterAd is expected to win the account for Ezreka, a new site. AltaVista.Telia was run by Swedish-based Scandinavia Online, which had an 18-month license to operate. The license agreement expired at the end of September. Scandinavia Online has since negotiated a new deal with Compaq, which has acquired and absorbed AltaVista's parent company, Digital Equipment Corp. The new agreement involves using AltaVista's search engine facilities on Ezreka. The new site will be targeted at online users in Denmark, Finland, Norway and Sweden. Scandinavia Online expects about 40 million page impressions during the site's first month.

Y&R's Brand Dialogue

creates 2 regional chiefs

[new york] Brand Dialogue, Young & Rubicam's interactive unit, has promoted two key executives to the regional managing director level. Pieter Vijn, previously VP-interactive marketing Europe, was promoted to managing director Europe, and Anthony Manson, formerly general manager of Brand Dialogue, New York, moves to the same position for North America. The company said the main focus of the executives will be to "interact with local offices to expand and strengthen their e-commerce and digital-marketing capabilities, drawing on the expertise and skill-set offered by direct marketing and database powerhouse Wunderman Cato Johnson," a sister company. Brand Dialogue operates 15 offices in 12 countries and its clients include Citibank, American Home Products and Pfizer.

Hot new creative head

at Y&R Argentina

[buenos aires] Pablo del Campo, who won a number of international creative awards while at Lautrec Nazca Saatchi & Saatchi, is the new creative director at Young & Rubicam de Argentina. Mr. Del Campo's work on Consolidar's "French Teacher" ad recently received a Cannes Gold Lion, breaking 27 years of no golden awards for Argentina.

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