Marketing News Briefs: CBS Pays $375M For 1998 Winter Games Rights; Burger King Names Review Finalists

Jordan Returns to Advertising for Nike Super Bowl Spots and more

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Prodigy kicks in $5.5M more for live ads

WHITE PLAINS, N.Y.-Prodigy will more than double spending to $10.5 million to extend its live ad campaign through March. The effort will now include 45-second and 2-minute spots relating to the programming in which the commercials appear. The ambitious campaign from JWT, New York, kicked off Nov. 8.

BK to name finalists its own way

MIAMI-Burger King early this week will name the finalists in its $180 million account review-but without the help of consultant Richard Roth. Mr. Roth, hired by former BK marketing director Sidney Feltenstein, is no longer leading the review, which has been taken over by CEO Jim Adamson. Hill, Holliday, Connors, Cosmopulos, Boston, bowed out of the review last week, claiming the agency couldn't devote the time or money to the expensive review process. Those still pitching the creative business are current BK Kids Club agency Saatchi & Saatchi Advertising, Ogilvy & Mather, Ammirati & Puris, Lowe & Partners and Messner Vetere Berger McNamee Schmetterer/Euro RSCG, all New York. D'Arcy Masius Benton & Bowles is the incumbent. Those pitching media buying are D'Arcy, J. Walter Thompson USA and DeWitt Media, all New York.

Jordan goes incognito for Nike ads

BEAVERTON, Ore.-Nike's two 60-second Super Bowl spots will mark the company's first extensive use of former Chicago Bulls superstar Michael Jordan since his retirement in October. In the commercials, directed by Joe Pytka, Mr. Jordan portrays several fictional "forgotten" sports stars. He will be among a number of Nike pitchmen appearing in the spots, which the marketer said it won't air again after the Super Bowl. Wieden & Kennedy, Portland, handles.

Drake leads pack to succeed O'Toole at 4A's

NEW YORK-American Association of Advertising Agencies members said O. Burtch Drake, Four A's exec VP-chief operating officer, has emerged as the leading candidate to succeed John O'Toole, who will retire as president Jan. 31. A search committee is said to have approached McCann-Erickson Worldwide Chairman-CEO Bob James, Young & Rubicam Inc. Chairman Alex Kroll and several other high-profile agency executives.

Cunard Line anchors $20M business at Backer

NEW YORK-Cunard Line named Backer Spielvogel Bates Worldwide to handle its worldwide account, estimated at more than $20 million, following a prolonged review that included U.S. incumbent Margeotes Fertitta Donaher & Weiss.

CME KHBB looks back to future for name

MINNEAPOLIS-CME KHBB executives are said to be finalizing plans to revert their U.S. agency name to Campbell-Mithun-Esty, in an effort to bolster brand equity. The moniker CME KHBB was adopted when the agency affiliated with London-based KHBB in 1992, but the name hasn't caught on in the U.S. Separately, sister agency Backer Spielvogel Bates Worldwide is slated to be rechristened globally when top executives at the Saatchi & Saatchi Co.-owned shop complete repositioning plans. Insiders said a new logo will spotlight the more internationally recognized Bates name.

PacTel Cellular calls on Chiat for $10M account

WALNUT CREEK, Calif.-PacTel Cellular, a new Pacific Telesis spinoff handling wireless communications, picked Chiat/Day, Venice, for its estimated $10 million account.

Clinique mulls Chiat, Riney in $15M review

NEW YORK-Estee Lauder Cos.' Clinique unit is said to be talking with several agencies-including Chiat/Day here and Hal Riney & Partners, San Francisco-about handling its estimated $15 million skincare, fragrance and cosmetics account. The business is now split between longtime Lauder agency AC&R and Clinique's in-house department. Clinique would not comment.

Visa Money Card muscles into Olympics

LILLEHAMMER, Norway-Visa International today will announce plans to donate new Money Cards to 150 Olympic athletes here in the first test of its prepaid card system. The Visa Olympic Money Cards are worth about $140 and will allow athletes to get local currency from any Visa-affiliated ATM. Tests will continue, with a worldwide rollout planned by 1995.

Latest from Intel lets PC users work together

SANTA CLARA, Calif.-Intel will introduce the first in a new family of "personal conferencing" computer products Jan. 25, marking the start of an ambitious push beyond computer chips into Intel-branded personal-computer communications and video products. Dahlin Smith White, Salt Lake City, handles.

Reebok signs on to NFL's European League

NEW YORK-Reebok will spend $50 million-plus on an international sponsorship package with the National Football League. Reebok becomes one of three sponsors of the NFL's resurrected European League. The sports shoe marketer will make a major purchase of TV time on European League broadcasts.

Kodak pictures new pricing for films

ROCHESTER, N.Y.-Eastman Kodak is moving to a three-tiered pricing strategy by introducing new and reformulated films. Kodak on Jan. 26 is expected to unveil Funtime, a new economy-price 35mm film aimed at Japanese brands, which are slowly eroding Kodak's dominant 70% market share. Kodak is also expected to unveil Royal Gold and Kodak Gold Plus, improved versions of its premium-price Ektar and mid-price Kodak Gold films, respectively. But analysts question whether the move will shore up Kodak's 35mm business long term.

DDB may be working to buy Griffin

NEW YORK-DDB Needham Worldwide is said to be in discussions to acquire Griffin Bacal by midyear. Failing that, the two are discussing a joint participatory operation in Europe to better service mutual client, toy marketer Hasbro Inc. The eventual arrangement is expected to result in the consolidation of $60 million in European billings, currently divided between Grey Advertising, DDB Needham and Griffin Bacal. The U.S. agency lineup will not be affected.

Rosty can't persuade health insurers to end ads

WASHINGTON-Health Insurance Association of America won't back down on its $8 million ad campaign against President Clinton's healthcare proposals, despite criticism from U.S. Rep. Dan Rostenkowski (D., Ill.). And the association said it may take the TV and radio campaign national after the president's Jan. 25 State of the Union address. At a meeting with the group, Rep. Rostenkowski likened the ads to the infamous Willie Horton spots from the 1988 presidential fight. Goddard*Claussen/First Tuesday, Malibu, Calif., handles.

Fidelity reviving ads with $15M to $20M account

BOSTON-Fidelity Investments has begun contacting agencies about a $15 million to $20 million corporate account that's been dormant for several years. Brian Minturn, who joined Fidelity last year as exec VP-brand development, is said to be behind the plans for a new TV image campaign, last handled by McCann-Erickson Worldwide, New York.

Minolta snaps into review of $7M-$10M account

RAMSEY, N.J.-Minolta Corp. is seeking to consolidate its estimated $7 million to $10 million account, and has begun contacting agencies. Incumbent shops Bozell and CME KHBB, both New York, are included in the review.

3M launches 1st global effort with $20M campaign

MINNEAPOLIS-3M launched its first international campaign, with ads in the U.S. and Italy themed "3M Innovation." The 15-nation, $20 million corporate effort from CME KHBB, broke in the U.S. Jan. 23 with a 15-second spot on NBC and CBS' coverage of the National Football League playoffs. The ad, featuring a painting of a jet coming to life and transforming into a human eye, also will air in Canada, France and the U.K. 3M says the print campaign will run in Europe, Australia, Asia and Latin America.

Old El Paso cooks up new products with A-B

ST. LOUIS-Pet Inc.'s Old El Paso brand will enter the tortilla chip snack category and offer a line of salsa and dips to be marketed by Anheuser-Busch Cos.' Eagle Snacks division. Eagle Snacks will produce and market Old El Paso premium restaurant-style tortilla chips and salsa, bean dip and cheese dip under the Old El Paso label. The products will begin testing next month in the select Midwest markets. Marketing initially will focus on in-store promotions handled in-house.


Robert Werlin to VP-strategic planning, a new post at McKinney & Silver, Raleigh, N.C., from research manager at Burroughs Wellcome.

Germany's DeTeMobil awards $50M account: Telekom's subsidiary DeTeMobil moved its $50 million ad account for its D-1 cellular phone network to Springer & Jacoby, Hamburg, from Lintas. Damm, Frankfurt, won below-the-line activities. HMS Carat, Wiesbaden, kept media buying.

Unilever/BSN break Yolka: The first product from the year-old Unilever and BSN joint venture is Yolka, a frozen dessert made of equal parts of yogurt and ice cream. Nine Yolka products will be introduced in France and Spain this spring and may expand to other European countries and the U.S. Ogilvy & Mather, Paris, created the $2 million French TV and print campaign.

RAI turns off Berlusconi ads: Italian state network RAI TV has rejected spots for Club Forza Italia, formed by media baron Silvio Berlusconi. RAI doesn't air commercials for political parties and says that's what the group is; Mr. Berlusconi, who has said he may enter politics, says Forza Italia is not a party but a club.

Council studies Omnicom: The French Ministry of the Economy has asked the Competition Council, an independent antitrust watchdog, to study a recent Omnicom acquisition. In October, Omnicom bought 9% of media buyer Carat's London holding company, Aegis, which the ministry feels may have made it too dominant a force in French media buying. Omnicom's agencies belong to The Media Partnership, a Paris-based European buying club. The council is expected to rule by May.

AmEx promo grounded: American Express plans to appeal last week's ruling by Munich's Local Court that its 3-month-old Membership Miles program, offering cardholders credits toward free flights, violates German sales promotion rules against free gifts.

Spain's lottery throws dice: The Spanish National Lottery Organization, Madrid, which reviews its $44 million annual account every three months, is hearing pitches for second-quarter creative and media buying. Multicompra now handles media buying, and Arge, CID/FCA and Dieresis handle creative.

Coke opens Easy Pak: Coca-Cola Ltd. is about to introduce in Canada new packaging with a multimillion-dollar TV and promotion campaign from McCann-Erickson, Toronto, in February. Easy Pak will compete with Pepsi-Cola's Cube, also to be introduced soon in Canada.

Star splits Asia service: Star TV will split its Asian coverage into India/Middle East and China/East Asia services this year to boost ad revenues. A planned pay-TV service will go first into India and the Middle East, possibly later this year, Chief Executive Gary Davey said last week.

Schalk quits Axel Springer: Willi Schalk, 53, resigned as a member of the board overseeing newspapers at publishing house Axel Springer. His resignation follows the death of President-CEO G?nter Wille late last year. J?rgen Richter, 52, will succeed Mr. Schalk May 1. Mr. Schalk, who wouldn't comment, is reportedly considering offers to join boards of international companies based in the U.S.

ACCOUNT ACTION: Alain Afflelou's $17 million eyeglasses account to Euro RSCG, Paris, from Publicis. .|.|. Vox national retailing's $15 million group account to John Singleton Advertising, Sydney, from Mojo, Shazam and Marketforce. .|.|. IBM subsidiary Ambra Personal Computers' $10 million pan-European account is believed to have been awarded to J. Walter Thompson Co., Manchester, England, from Bartle Bogle Hegarty, London.


Keds, a division of Stride Rite, has put its $8 million to $10 million account in review. Incumbent Leonard Monahan Lubars & Kelly, Providence, R.I., will not participate.

DHL Worldwide Express to Goodby, Berlin & Silverstein, San Francisco, from Ketchum Advertising for its estimated $8 million account.

Vail Association to Kelly & Co., Boston, from Heckler Associates, Seattle, for the "mid-seven figures" account for the skiing resort areas of Vail, Beaver Creek and Arrowhead, Colo.

Autoworks to Stone, August, Baker, Troy, Mich., from in-house for the regional auto-parts store chain's $5 million account.

Viatel to Cox Landey & Partners, New York, from in-house for the international long-distance marketer's estimated $3 million to $5 million account.

McKesson Drug Co. to Jamison/Cawdrey/Benjamin, San Francisco, for creative and Hawk Media for media, both from EvansGroup, San Francisco and Los Angeles, for its estimated $4 million Valu-Rite Pharmacies account.

General Media International to Avrett, Free & Ginsberg, New York, for its estimated $3 million-plus Compute, Longevity, Omni and Penthouse account.

Empire Kosher Poultry to Jerry Inc., New York, from DeVito/Verdi for its $3 million account.

Grass Valley Group to CKS Partners, Campbell, Calif., from Dana/Foran, Sacramento, for the film and video equipment marketer's $3 million account.

Val-Pak Direct Marketing Systems to Robinson, Yesawich & Pepperdine, Orlando, from King-Matson, Tampa, Fla., for the direct mail co-op couponing company's $2 million account.

Borden to Ornelas & Associates, Dallas, first Hispanic agency for its estimated $1 million account.

Ensec to Greenstone Roberts, Coconut Creek, Fla., first agency for the security systems marketer's $500,000 account. Also to Greenstone Roberts as first agency: Vintage Oaks Real Estate Co. for the developer's $500,000 account.

RealCom Office Communications to MCCommunications, Dallas, as first agency for the telecommunications marketer's estimated $750,000 account.

US Shoe to Lotas Minard Patton McIver, New York, to handle the relaunch of its Bandolino brand.

Nabisco Foods Group to Foote, Cone & Belding's Spot Broadcast Unit, New York, from Lowe & Partners for its estimated $10 million in spot TV and network radio media buying.

Solar Cosmetic Labs to West Advertising & Marketing, Miami, from the Rothchild Group for its suncare and bathing products account.


Standard Rate & Data Service will be sold to a group of private investors financed by Continental Illinois Venture Corp. and believed to include former Rolling Stone executive James Dunning. The selling price is estimated at $75 million. HLB Communications, Chicago, handles SRDS.

International Data Group's PC World introduced an on-line computer buying service, PC World Exec/Direct, on CompuServe.

The New Yorker to Berlin, Wright & Cameron, New York, from Goodby, Berlin & Silverstein, San Francisco.


CBS paid a record $375 million for the U.S. TV and radio rights to the 1998 Winter Olympics in Nagano, Japan. Separately, CBS is said to be virtually sold out of ad time for the '94 Winter Games.The U.S. Ad Council and Japan Ad Council broke a public service campaign geared to fighting water pollution in both countries. Dentsu Corp. of America, New York, and Dentsu Chubu, Nagoya, handle.

Seven-Up USA formed Twinings/Seven-Up Beverages, a joint venture with Twining Crosfield & Co., to market ready-to-drink ice tea products under the Twinings brand.

Miller will test an ice beer under the Miller Ice brand in Puerto Rico with support from de la Cruz & Associates, San Juan. Also, the marketer reportedly assigned Miller Lite Ice to Leo Burnett USA, Chicago.Calvin Klein Inc. will sell its men's underwear and accessories and women's intimate apparel businesses to the Warnaco Group for $64 million plus fees. Ads will remain in-house at Calvin Klein Inc.

CKS Partners, a Campbell, Calif.-based shop that is the largest ad agency in Silicon Valley with some $80 million in billings, is opening offices in Portland, Ore., and Bracknell, England.

Advisory Council of the American Association of Advertising Agencies, as expected, nominated Edward L. Wax, chairman-ceo of Saatchi & Saatchi Advertising Worldwide, chairman for 1994-95. He will succeed D'Arcy Masius Benton & Bowles Chairman-CEO Roy Bostock. Burt Manning, chairman-ceo of J. Walter Thompson Co., was nominated 1994-95 vice chairman, succeeding Mr. Wax. The officers will be elected at the Four A's spring meeting in May.

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