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TN Media wins

in milk ad switch

Dairy Management Inc. is consolidating media buying for cheese and milk at TN Media, New York. The move, which was expected (AA, June 8), relieves Leo Burnett USA, Chicago, of $50 million in combined media billings on the business. DMI licenses the "Got milk?" tagline, created by Goodby, Silverstein & Partners, San Francisco, from the California Milk Processor Board. DMI and the National Milk Processors' Education Program announced plans earlier this year to pool their budgets into a single $180 million war chest. TN sister agency Bozell Worldwide, New York, is the MilkPEP agency and the creator of that group's "milk mustache" campaign. A DMI spokeswoman said Burnett retains $30 million in billings on cheese creative and receives a commission it won't disclose on those billings. Burnett also continues to handle $15 million in DMI billings, mainly for spot buying, under individual contracts with eight regional DMI organizations, she said.

Hershey cites `Godzilla'

link in lagging profits

Hershey Foods Corp. warned its earnings may fall below expectations for the second quarter, blaming softness in Russia and Asia and lower-than-expected results for its "Godzilla" promotion. Hershey said that for the second quarter ended July 5, earnings will be below expectations by between 5 cents and 7 cents per share. "While we are a bit disappointed with the development of our second-quarter business, we need to remember that it is our smallest quarter of the year and we are going against a very strong comparison, up 27% for 1997 vs. 1996," said Chairman-CEO Kenneth Wolfe, adding, "Although the effects of `Godzilla' and the international realignment are behind us, it is difficult to predict the rate of recovery in the Asian market." Hershey said results for the "Godzilla" effort, which involved a full line of movie-theme candy products and ads, weren't as strong as the previous year's promotion with "The Lost World: Jurassic Park." Despite a huge ad campaign and major tie-ins, Sony Pictures' "Godzilla" hasn't been the blockbuster summer hit it was expected to be.

SBC disconnects

with DMB&B

SBC Communications reorganized and consolidated its creative assignments, severing ties with D'Arcy Masius Benton & Bowles, St. Louis. DMB&B had handled the estimated $50 million consumer services account for both Pacific Bell and Southwestern Bell brands. Now Goodby, Silverstein & Partners, San Francisco, will handle all PacBell brand work; GSD&M, Austin, Texas, will handle all Southwestern Bell. Previously, Goodby had combined SBC corporate and long-distance assignments. GSD&M had SBC Yellow Pages and wireless, and will continue to handle consolidated media buying for all of SBC.

Levi's marketing VP

Goldstein to retire

Levi Strauss & Co.'s Steve Goldstein, VP-marketing and research for the Levi's brand in the U.S., will retire next month. Mr. Goldstein was responsible for heading up marketing for the brand's 501, loose and wide-leg jeans efforts.

Adidas-Salomon to review

media buying in Europe

International sportswear marketer Adidas-Salomon, Amsterdam, is about to begin a media buying and planning review involving its $84 million continental Europe assignment. The incumbent, Ammirati Puris Lintas' Initiative Media, is expected to be part of the review. Not included is U.K. media buying, now at New PHD, London, and U.S. media buying, at Creative Media, New York. Adidas-Salomon already is looking outside its creative agency-Leagas Delaney, London-for fresh creative talent for the first time in five years.

Unilever gives $70 mil

in media to McCann

Unilever gave a $70 million media buying assignment in Australia to McCann-Erickson Worldwide, Sydney. It was the first major agency decision by Worldwide Media Director Alan Rutherford since joining Unilever in June. Previously, McCann held just 2% to 3% of Unilever's global media spending, in countries such as South Korea and Switzerland. Media buying for Unilever, Australia's No. 5 ad spender, had been handled by MindShare. Initiative Media also pitched.

JWT to advise Shell

on $30 mil image effort

Shell International roster agency J. Walter Thompson Co., London, won the role of advertising adviser to Shell as the marketer explores creation of a $30 million global image program. Public relations agency Fishburn Hedges will advise Shell on its overall communications program. No decisions have been made on whether or how advertising would be part of the global program or on what agency would execute such advertising. JWT pitched for the assignment on its own against the combined teams of Saatchi & Saatchi and Fishburn Hedges, and M&C Saatchi and PR consultant Hill & Knowlton.

Murray revamps

`RD' Euro ad sales

Reader's Digest appointed Gavin Murray European advertising sales director, from business development director in South Africa. Mr. Murray, who takes the post last filled until December 1996 by Henry van Wyk, immediately instituted a shake-up of the international ad sales business based in London. A program of "energizing, training and developing" managers will bring a fresh approach to the company's way of doing business across Europe, Mr. Murray said, adding, "Our whole focus will be on partnerships with panregional advertisers, understanding their businesses intimately and coming up with solutions to their objectives rather than selling pages."

ISL acquires interactive

sports co. En-Linea

Sports event media and marketing company ISL Worldwide, Lucerne, Switzerland, acquired a majority stake in En-Linea, Santa Monica, Calif., which specializes in developing and marketing interactive digitized sports video and media applications. En-Linea has two main lines of business: It develops, owns and/or markets proprietary sports-related software for distribution through the Internet, broadcast or multimedia channels, and it develops and markets Web sites primarily for sports governing bodies.

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