The Week

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In a surprising shakeup, two top veterans left Altria's Kraft Foods. Irene D. Rosenfeld, president-North American business, and Michael Polk, group VP-president of biscuits, snacks and confectionery, had a combined 38 years with Kraft. Unilever Bestfoods North America said Mr. Polk, 42, will be joining that $4 billion company as senior VP-marketing and chief operating officer. "We are delighted," said John W. Rice, Unilever president-CEO in a statement. "His terrific knowledge of the food industry should prove a great asset to our business." Ms. Rosenfeld, named to her current Kraft post in October 2002, was charged with new-product development and spearheaded a new retail program to compensate retailers for getting Kraft's new products to shelf faster. Mr. Polk, named to Advertising Age's Marketing 100 in 1996, joined Kraft in 1987 and assumed his current post in March 2001 and was responsible for a division that provided half of Kraft Foods North American total revenue. In a statement, Betsy D. Holden, president-CEO of Kraft Foods North America, said, "We thank Irene and Mike for their many contributions and wish them well." Kraft, a $30 billion food giant, named Daryl G. Brewster, 46, to succeed Mr. Polk. Mr. Brewster had been group VP of Kraft Foods North America and president of Canada, Mexico and Puerto Rico. QwikFIND aao83t

Red Lobster unveils `Share the Love'

Fending off increased competition and weak sales, Red Lobster last week unveiled a new menu and "Share the Love" as its new branding identity for its North America to position the Darden Restaurants seafood-restaurant chain as the place to "make the flavors and feelings of the seaside available to everyone." The $60 million-plus effort will include all forms of communications and is based on an extensive consumer study that found shellfish are eaten by hand, making it casual and shareable, allowing people to connect over it more than other foods. Havas' Euro RSCG Tatham Partners, Chicago, handles.

Mottola signs on at Universal Music

Ex-sony music executive Tommy Mottola has found his way to Universal Music Group in a joint venture to re-launch an old UMG record label, Casablanca Records. Casablanca was the home in the '70s to disco artists, such as Donna Summer and the Village People, as well as home to musicians ranging from Kiss to Captain & Tennille. Mr. Mottola resigned from Sony six months ago as chairman-chief executive of Sony Music. He had been with Sony for 14 years, and helped launched artists such a Bruce Springsteen, Aerosmith, Destiny's Child, and Mariah Carey, his former wife.

BBDO tapped for Aquafina account

Pepsi-Cola North America has selected Omnicom Group's BBDO Worldwide, New York, to handle its $34 million account for bottled water brand Aquafina. BBDO's Los Angeles and San Francisco offices launched the water brand in 1998. Most recently, the Aquafina account had been at Omnicom sibling Element 79 Partners, Chicago, for little more than a year. The agency won the account in a review that included the incumbent and another Omnicom unit, DDB Worldwide, New York. BBDO handles the $264 million carbonated soft-drink beverage portfolio, which includes Pepsi-Cola, Diet Pepsi, Mountain Dew, Code Red and Vanilla Pepsi, among others, for Pepsi, the country's No. 2 soft-drink company. BBDO referred calls to Pepsi, which confirmed BBDO had been selected to handle the account. QwikFIND aao83u

Beef program ruled unconstitutional

An appellate court decision ruling a marketing assessment on beef producers is unconstitutional because it forces producers who don't want advertising to pay for it, puts the future of the "Beef: It's what's for dinner" ad campaign from Publicis Groupe's Leo Burnett for the Cattlemen's Beef Promotion and Research Board in serious doubt. It also raises new questions on similar ad programs that spend hundreds of millions of dollars. The promotion board is expected to ask the Supreme Court to review the case. QwikFIND aao83r

Former Time Inc. chief dies at 87

Andrew heiskell, former chairman-CEO of Time Inc., died July 6 in his Darien, Conn., home. He was 87. Mr. Heiskell began his media career at 22, producing and editing pictorial articles for Life magazine. At 30, he was named publisher of Life, and at 45 he was named chairman of Time Inc. Upon retiring in 1980, Mr. Heiskell began work on urban-development projects, establishing several low-cost housing projects in New York.

FYI . . .

The International Olympic Committee awarded Saatchi & Saatchi, New York, its advertising account and the agency will create a global branding campaign for the IOC. According to the IOC, the work will involve the 2004 Summer Games and 2006 Winter Games. QwikFIND aao83l ... Applications software firm Siebel Systems is conducting a review for an anticipated $20 million account, according to executives familiar with the situation. Incumbent Publicis Groupe's Publicis & Hal Riney, San Francisco, will not defend the account, a Riney spokesman said. Siebel had not returned a request for comment by press time. ... Interpublic Group of Cos. closed the sale of its NFO WorldGroup research unit to Taylor Nelson Sofres. The deal is valued at $445.6 million, including $400 million in cash, $35.6 million in TNS stock and an additional $10 million cash payment scheduled for one year after closing, depending on TNS's stock price hitting a targeted amount.

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