U.S. Navy named Campbell-Ewald, Warren, Mich., to handle its ad account. The Navy said the agency will get a two-month transitional contract, followed by five one-year options. While the Navy said the incentive-based contract has a potential maximum value of $330 million, it spends about $30 million annually on actual media advertising. Bates USA, Y&R Advertising and Rapp Collins Worldwide, all New York; and Martin/Williams, Minneapolis, were finalists in the review. Rapp Collins and BBDO Worldwide, New York, were the incumbents.
Celebrity Cruises docks account at WestWayne
Royal Caribbean Cruises moved its estimated $30 million to $40 million Celebrity Cruises account to WestWayne, Miami and Tampa, Fla. Saatchi & Saatchi, New York, previously handled. The assignment includes U.S. and Canadian advertising, plus direct marketing. The move brings expanded duties to WestWayne, which handled collateral and some Web site duties, including a site redesign, for the premium cruise line.
Retailer TJ Maxx reviews $20 mil b'cast account
TJX Cos. will review the $20 million broadcast account of its TJ Maxx off-price chain, ending its 24-year relationship with Holland Mark Advertising, Boston. Pile & Co., Boston, will be the consultant. The review also may include media planning and buying, now at the Media Edge, New York, on behalf of Holland Mark. "We have traditionally used one agency for both [creative and media], and are leaving that decision to the review process," said George Sokolowski, TJX senior VP-corporate marketing. TJ Maxx in 1976 began working with Ingalls, Quinn & Johnson, which last year was acquired by Holland Mark Martin Edmunds. "It was a very long-term relationship," Mr. Sokolowski said. "We felt it was time to pursue a new approach for TJ Maxx. As we continue to grow, we want the best agency possible to handle our business objectives." The loss will create a revenue hit for Holland Mark, said agency CEO Bill Davis, but he doesn't expect it to affect profits. "The reality is a year ago we were an $8.5 million agency; now we're a $21 million agency," he said, noting the shop currently is reviewing its business to determine whether any of its 160 employees will be affected. "Assuming we don't replace [TJ Maxx], it would affect us next year," Mr. Davis added. The retailer and agency will part Dec. 31
Nike, anti-cig ads give NBC Olympic headaches
NBC had more than time delays and ratings to worry about with its Olympic broadcasts last week, as several advertisers' spots during the Summer Games stirred controversy:
* The network pulled a Nike commercial showing runner Suzy Hamilton escaping from a masked man with a chainsaw. A Nike spokesman said the network received a number of viewer complaints about the spot, done in a thriller movie style. The ad, which aired several times on Olympic programming on the network, showed Ms. Hamilton drawing a bath in a cabin, when she looks into a mirror and sees a masked man with a chainsaw lunging toward her. She runs out of the cabin and through the woods with the attacker in pursuit. As he collapses in the woods from exhaustion, a super asks, "Why sport?" The response: "You'll live longer." The spot was the first in a new Nike branding campaign from Wieden & Kennedy, Portland, Ore., that includes other executions such as one with Tour de France champion Lance Armstrong resuscitating a circus elephant. Nike plans to continue running the chainsaw attack ad on ESPN and other networks, the company spokesman said.
* NBC agreed to air a version of the American Legacy Foundation's "body bags" spot that had been toned down from the original version it and most other broadcast networks rejected. The foundation, formed by state attorneys general as a result of an agreement with tobacco marketers, also announced several new ads that "spoof" cigarette companies' imagery. Arnold Communications, Boston, and Crispin Porter & Bogusky, Miami, handle the foundation's advertising.
Monster.com plans 3rd Super Bowl appearance
Job site Monster.com bought ad space from CBS for Super Bowl XXXV, the third year in a row the dot-com will be on the National Football League's big game. The ad buy includes four :30s. Arnold Communications, Boston, will create the commercials, part of a $200 million marketing budget for 2001. Monster, a division of TMP Worldwide, recently selected Arnold in a review. Mullen, Wenham, Mass., was the incumbent.
PR plans: IPG revamps; Margeotes buys shop
Public relations was on the agenda at several ad agency companies last week, as Interpublic Group of Cos. revamped its PR operation and Margeotes/Fertitta & Partners acquired a New York PR shop. Across the Atlantic, meanwhile, Havas laid the foundation for building a PR network in Europe by acquiring London agency Hudson Sandler (see International News on Page 114). In the U.S.:
* New York-based Interpublic consolidated its three public relations units into two global networks under its Allied Communications Group. Shandwick International and the technology practice of Weber Public Relations Worldwide will combine effective Jan. 1 into an agency called Weber Shandwick Worldwide, and 14 Weber offices around the world will merge with Golin/Harris International. Larry Weber, chairman-CEO of Interpublic's Allied Communications Group, will be CEO of Weber Shandwick and oversee a management team that will combine Weber and Shandwick executives. Golin/Harris will absorb public affairs shop Weber McGinn, creative services unit Ovation Studios, and technology specialists TSI Communications and Mindstorm Communications.
* Margeotes/Fertitta & Partners, New York, acquired Big Apple PR agency Bratskeir & Co., whose clients include Bristol-Myers Squibb Co., Chiquita Brands, ConAgra, Hasbro, 1-800-Flowers.com, Phillips Petroleum Co. and T.D. Waterhouse. Bratskeir will retain its name and be housed as a separate unit of Margeotes.
Cadbury to swallow up Triarc's Snapple group
Cadbury Schweppes will acquire Triarc Cos.' red hot Snapple Beverage Group. Triarc is selling Snapple for $1.45 billion, pre-empting a planned initial public offering of the unit. The deal, including $910 million in cash and $420 million in debt, is expected to close in the fourth quarter. Another $120 million will be paid following the closing for employee options. Included in the transaction are the entire line of Snapple and Mistic new age beverages and the Nehi, Royal Crown and Stewart's soft-drink brands. Deutsch, New York, handles Snapple, and Blum Group handles RC. The Arby's, T.J. Cinnamon's and Pasta Connection restaurant brands will remain under Triarc ownership. Triarc will use the sale to invest in new businesses.
Kid-oriented marketers hope to play well together
Five kid-oriented marketers are entering into new alliances. Scholastic Inc. and Toys "R" Us are linking up to open Scholastic boutiques in Toys "R" Us stores worldwide. The boutiques will offer learning-oriented, Scholastic branded products. They will roll out to 1,215 Toys "R" Us and Imaginarium stores worldwide, starting in fall 2001, and through Toysrus.com. Separately, Walt Disney Co. is joining with Hasbro and Mattel in new licensing deals. The Hasbro linkup involves Disney film and TV properties. Hasbro also becomes the official toy and game company of several Disney resorts. Hasbro gains rights to develop toys and games tied to upcoming Disney films, starting with the Disney/Pixar animated project "Monsters, Inc.," scheduled for release in fall 2001. In the Mattel deal, that toymaker's Fisher-Price unit will produce toys based on classic Disney characters, including Mickey Mouse and Winnie the Pooh, in all global territories except Japan.
Bunny hits airwaves again for Energizer
The Energizer bunny is still going in a campaign that debuted Sept. 18 from Eveready Battery Co. In keeping with the parody advertising that has defined Energizer campaigns since 1989, the pink rabbit crosses the screen to interrupt four faux commercials -- for a dot-com, an 800-number, a political ad and a hair restoration product. TBWA/Chiat/Day, Playa del Rey, Calif., handles. The effort extends to the Web; the spots include URLs for the parodied products, and TBWA has created microsites for them on the Internet. Giant Step Interactive, Chicago, has created banner ads for the campaign.
Kmart's BlueLight.com debuts Hispanic service
BlueLight.com, Kmart Corp.'s free Internet service provider, on Sept. 18 launched a service aimed at Hispanic shoppers. Spanish-language CD-ROMs for the ISP will be distributed at Kmart stores. In connection with Yahoo!, BlueLight en Espanol users also can receive an e-mail account and an instant messaging service. BlueLight.com overall has signed up 4 million customers in less than nine months and is available in 96% of the U.S.