The Week

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Cisco systems, a highflyer in the go-go dot-com era, is attempting to restore some high-tech luster via a $150 million global brand campaign. The multimedia effort, which broke last week with a color insert in Dow Jones & Co.'s Wall Street Journal and other newspapers, positions the San Jose, Calif., Internet networking company as a partner in helping businesses secure data, improve storage and cut costs. Marilyn Mersereau, VP-corporate marketing, believes now is "an ideal time to position us in these markets. No one really owns the space." The print, TV and online effort promotes Cisco's focus on Internet telephone and wireless communications. WPP Group's Ogilvy & Mather, Los Angeles, created the campaign and tagline: "This is the power of the network. Now." QwikFIND aao44w

Campbell good to go on new soups

Campbell soup Co. will launch portable versions of its soup brands as well as new varieties of its Soup at Hand line. The expansion will be supported with roughly $60 million in trade and marketing spending and a "M'm! M'm! Good to Go!" platform. The Camden, N.J., soup marketer said its own research has found that one out of four meals are eaten on the go and 44% of women carry lunch to work or school. The soups, which will hit shelves this July, include seven new varieties of Soup at Hand, including three targeted at tweens, as well as four varieties of Campbell's Select, packaged in single-serve microwaveable bowls. Omnicom Group's BBDO Worldwide, New York, will handle both ad efforts. Campbell will also launch six varieties of its Chunky soup in microwaveable bowls. WPP's Y&R Advertising, New York, will handle those ads and the "M'm! M'm! Good to Go!" umbrella effort. QwikFIND aao44x

Cingular Wireless biz over to Dieste

Cingular wireless moved its Hispanic account without a pitch to Omnicom's Dieste, Harmel & Partners, Dallas, from Vidal Partnership, New York. Cingular's general-market agency, BBDO, and Omnicom's OMD will continue to do media buying. President Tony Dieste said print and TV ads for Cingular will break in the next month. Separately, Dieste won General Electric Co.'s corporate account, also handled for the general market by BBDO. GE Financial went to independent Zubi Advertising, Coral Gables, Fla. QwikFIND aao45L

Rednor Gunderson consultancy set up

Jordan rednor, former president-chief operating officer of Interpublic Group of Cos.' DraftWorldwide, and executive recruiter Steve Gunderson opened consulting firm Rednor Gunderson Group, New York. Services offered include strategic and financial planning and investment banking. It is also developing partnerships with entertainment businesses, including Pariah, owned by producer Gavin Polone. Prior to joining DraftWorldwide in 1997, Mr. Rednor, 48, ran consulting firm Rednor Group. In addition to joining Mr. Rednor to run Rednor Gunderson Group, Mr. Gunderson, 50, will continue to lead Gunderson Partners.

Citigroup unit biz up for grabs

Citigroup's Salomon Smith Barney unit has put its advertising business into review as the company plans a rebranding of several businesses under the Salomon Smith Barney umbrella in the wake of federal and state investigations into alleged impropriety by its analysts. Citigroup separated its equity-research and private-client operations last October , and reached an agreement with regulators in December to end the federal and state probes. Interpublic's McCann-Erickson Worldwide, New York, the creative incumbent, and Universal McCann, which handles media buying, will not defend. Publicis Groupe's Fallon, Minneapolis, agency of record for Salomon sibling Citibank, chose not to defend. Anne Bologna, president of Fallon, New York, said the agency opted out because of other commitments. Salomon Smith Barney spent only $3 million in measured media during the first 11 months of 2002, after spending $27 million in 2001, according to Taylor Nelson Sofres' CMR. QwikFIND aao45j


As of last week, all three top branded cereal marketers increased their prices. General Mills will raise its prices for cold cereal by 2% as a result of rising wheat, cocoa and energy costs. The move follows Kraft Foods' quiet notice to retailers of its own hike, an increase of an average of 3% on its Post brands, likewise to cover increased energy and commodity costs and to focus on new-product and marketing innovation (including its Strawberry Blasted Honeycomb and a new variety of Post Selects, Maple Pecan Crunch, that will ship in March.) Kellogg Co. was the first out of the gate earlier this month with a price hike of 2% to 2.5% on its cereal lines. QwikFIND aao45k

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