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Montgomery Ward & Co., Chicago, awarded the creative assignment for its estimated $30 million to $40 million account to Laughlin/Constable, Milwaukee and Chicago, from DDB Needham Worldwide, Chicago. The financially troubled retailer parted with DDB Needham only weeks after launching a major branding effort themed "We're changing everything to change your mind." Quantum Media, Chicago, remains media agency of record.

Domecq USA unifies

media at Zenith

Allied Domecq Spirits USA, Old Greenwich, Conn., consolidated media buying and planning for its $20 million-plus account with Zenith Media, New York. The spirits marketer was formed last month when Allied Domecq Spirits & Wine merged its Domecq Importers and Hiram Walker units. Zenith previously handled media for Domecq; Hudson Media Group, New York, was the incumbent on Hiram Walker.

Martin, Ammirati,

BBDO vie for Kellogg

Kellogg Co., Battle Creek, Mich., short-listed three agencies to possibly add to its roster: Martin Agency, Richmond, Va., and Ammirati Puris Lintas and BBDO Worldwide, both New York. Lowe & Partners/SMS and Grey Advertising were dropped, and Y&R Advertising had already left the review citing a conflict with client Kraft Foods. Kellogg plans to add one shop to its $400 million general-market roster, joining Leo Burnett USA, Chicago, and J. Walter Thompson USA, New York.

CBS tops rivals

in key ratings demo

CBS was the only network of the Big 4 not to lose viewers in the key 18-to-49-year-old category during prime time in the first week of the 1998-99 season. CBS pulled a 4.7 rating and 13 share, as measured by Nielsen Media Research, in the demographic category. That equaled its premiere week last year. NBC, without "Seinfeld" or the hype of last year's live "ER," was down 16%; Fox and ABC were down 7% and 4%, respectively. In adults 25 to 54, CBS was up 2% while NBC, Fox and ABC were down 13%, 7% and 5%, respectively. As network TV viewing continues to erode, all four networks were down in total prime-time viewers vs. a year ago: 14% for NBC, 8% for Fox, 4% for ABC and 3% for CBS. CBS won in total households; the last time the network did that in premiere week was 1992-93, the last season CBS had the National Football League. (NFL games resumed on CBS this season.) CBS also received a boost with the airing of the Country Music Association awards Sept. 23.

Chicago Ad Federation

to honor Burrell

Chicago Advertising Federation selected Burrell Communications Group Chairman Tom Burrell as the 1998 recipient of its Silver Medal. He will be honored at a dinner in Chicago Nov. 12.

Rayovac powers up

$30 mil campaign

Rayovac Corp. today breaks a $30 million ad and promotional campaign. Rayovac ad spokesman Michael Jordan appears in four new TV spots plus print ads and point-of-purchase material. In the campaign, Mr. Jordan addresses the "confusing" battery claims appearing in the marketplace. Y&R Advertising, Chicago, handles. The TV schedule includes ABC, A&E, Discovery Channel, Lifetime, NBC, Nickelodeon, TNT, USA Network, VH1, Weather Channel and WTBS. The print schedule includes Better Homes & Gardens, Good Housekeeping, People, Reader's Digest and TV Guide.

GM to roll Net program;

OnStar ads break

D'Arcy Masius Benton & Bowles, Los Angeles, will handle advertising for the national rollout of General Motors Corp.'s Internet Buy Power program. GM confirmed the program will start in next year's first quarter. The DMB&B office handled ads for the estimated $15 million multimedia launch of the Internet Buy Power pilot program in four western states in October 1997. GM declined to reveal spending for the rollout ad campaign, saying it would be "a considerable amount" for the launch. As recently as two months ago (AA, Aug. 3), GM said it hadn't decided whether to take the test program national. Separately at GM, the OnStar unit breaks an estimated $1 million ad campaign in 14 TV markets this week offering the telecommunications-based car safety and security option free in select GM models bought through Dec. 31. A print ad appears Oct. 7 in USA Today, said Jeff Cohen, executive director-sales, service and marketing at OnStar. Campbell-Ewald, Warren, Mich., handled on a project basis. Mr. Cohen said Ammirati Puris Lintas, New York, is still OnStar's agency of record. Campbell-Ewald sister unit C-E Communications created a mailing on the offer that will go out on Oct. 9 to 1.5 million households.

PaineWebber to resume

advertising in print

PaineWebber Group returns to print advertising next month after five years with a multimillion-dollar, multimedia corporate image campaign from Saatchi & Saatchi, New York, said an executive with knowledge of the ad push. The ads will run in more than 45 upscale titles starting in late November. PaineWebber spent less than $5 million on ads last year; the new print and TV campaign is expected to boost spending well above that.

New commercial backs

Big Kmart stores

Kmart Corp. on Oct. 4 broke a new commercial for its Big Kmart stores with spokeswomen Rosie O'Donnell and Penny Marshall. In the spot, Ms. O'Donnell shows off the redesigned stores, while Ms. Marshall recruits new customers. The commercial will air in major markets through Nov. 1 on network shows. Campbell Mithun Esty, Minneapolis, handles.

Supreme Court to hear

dental ad case

The U.S. Supreme Court will review a 1996 Federal Trade Commission decision ordering the California Dental Association to limit dentist ad rules to issues involving falsehoods or deceptions. The FTC said the rules limited price and quality-of-service ads and interfered with truthful ads for discounts. The association charges the FTC has no authority over non-profit groups. The 9th U.S. Circuit Court of Appeals in San Francisco last October upheld the FTC.

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