Saatchi & Saatchi in New York last month broke two seasonal TV spots for Procter & Gamble’s Tide. One is tagged, “Happy holidays”; the other, “Happy New Year.” The copy-driven spots are backed by jazzy music and set against swirls of red and orange–the brand’s trademark colors. “Everyone will celebrate the millennium in their own special way,” the New Year’s spot reads, “including that pigeon on 43rd and Broadway.” The ads will also run on a giant screen in Times Square.
Wolf Group created two print ads for Spiegel. One shows a mother rough housing with her children and reads, “Insanity is hereditary. You get it from your kids.” The other depicts young women chatting over wine and reads, “On the fast track, sometimes you have to pull over and park.” Tagged, “Style for life,” the ads from the New York agency broke in January issues of House Beautiful, In Style and Harper’s Bazaar, and will appear in such magazines as Traditional Home, Garden Design, Metropolitan Home, Elle Decor, Fitness, Cooking Light, Working Woman and Marie Claire.
Griffin Bacal will break the first national print campaign for Sharp’s new Imager digital printers and copiers. Each ad shows one of the products hooked to a mouse, signifying its ability to network. Part of a $5 million effort, the print work from the New York shop follows a national radio effort, which aired in the fall and breaks in The Wall Street Journal, Fortune, and other general business publications and trade magazines this month.
Athorn, Clark & Partners, New York, launched a global marketing campaign for Marconi PLC, a London-based broadband optical network. The campaign included three successive print ads in December issues of The Wall Street Journal and The Financial Times, as well as TV, outdoor, airport and Web-based advertising this year. Ads introduce the new name of the company, formerly known as The General Electric Co. PLC, and position Marconi to compete with other players in the market, such as Cisco Systems, Lucent Technologies and Nortel Networks.
Korey Kay & Partners created a campaign for Colin Powell’s organization, America’s Promise, supporting its 1999 Promise Book. The book lists the group’s partners, including Microsoft, Time Warner and many others, and describes their efforts on behalf of America’s children. The New York agency developed the organization’s logo, a little red wagon, and the tag, “Point a kid in the right direction.” The shop also created TV spots featuring testimonials from people who have seen how America’s Promise has changed the lives of troubled children. The Ad Council will distribute the public service announcements to 5,000 media outlets nationwide.
Berenter Greenhouse & Webster in New York was selected by HealthShield Technologies to develop a communications program that includes advertising and logo development. The client is a Boston-based biotechnology company whose flagship product, HealthShield TM, is an antimicrobial compound that can combat the growth of bacteria, mold, mildew and fungus in many perishable products. Spending is $25 million.
Follis Advertising, New York, created a campaign for Manhattan’s Marble Collegiate Church. All-text print ads, tagged, “Where good things happen,” broke on subways in December. One execution reads, “Our product really does perform miracles.”
Mark Russell & Associates, Syracuse, was named the advertising agency for Aspen Dental Management, a provider of dental-practice management and dental-lab services to 26 dental-care offices in Central New York and the Northeast. MRA will handle research, strategic planning, advertising and collateral development, media placement and interactive advertising. The agency was also named the second-fastest growing company in Central New York, based on revenue growth, by the Greater Syracuse Chamber of Commerce and accounting firm KPMG.
Crawford Advertising, Syracuse, was awarded advertising duties for United Communications, an East Syracuse-based telecommunications supplier. The agency will develop a corporate-identity program, national trade ads and other materials.
KCSA Public Relations, New York, added six clients: telecommunications firm Gillette Global Network, New York; online marketing service OneClip.com, New York; information-storage company nStor Technologies, Lake Mary, Fla.; software company Sedona Corp., Limerick, Pa.;
travel-agency franchiser Etravnet.com, Englewood Cliffs, N.J.; and subscriber line technology firm Orckit Communications in Tel Aviv, Israel, and Southbury, Conn.
Wright Creative has won the advertising account for LM Voices. The Maplewood agency will handle corporate identity and packaging for the recording and entertainment company. Wright Creative’s first work broke last month with a new logo for the company and packaging for the new CD by singer Lisa Viggiano.
R&J Integrated Marketing Communications in Parsippany has added three clients.
The agency was selected by the athletic department at Seton Hall University to create an advertising and promotional campaign focusing on men’s basketball. R&J was also tapped by The Saint Barnabas Healthcare System for a print campaign for its Institute for Reproductive Medicine and Science in Short Hills. Cable Positive, a New York AIDS-awareness program, hired R&J to handle public relations.
DKB and Partners, Morristown, has ended its relationship with client Warwick Savings Bank, due to strategic differences. The agency had handled advertising for the Warwick, N.Y.-based bank for three years.
Messinger Associates, Mountainside, was hired by Healthcare Compliance Packaging Council to promote the use of unit-dose “blister” packaging in over-the-counter and prescription pharmaceutical product manufacturing. The client is a non-profit trade association based in Falls Church, Va. An ad campaign featuring the results of an independent survey will debut early this year.
Princeton Partners was tapped by Princeton Insurance to handle advertising, direct marketing, public relations and Internet solutions. The client provides medical malpractice, workers compensation and other insurance products. Both companies are based in Princeton.
Kingswood Interactive, Ardmore, redesigned the Web site for wireless-communications provider Cellular One, www.Philadelphia.-CellOne.com. The new site reflects the company’s new name–it had been known as Comcast Cellular Communications–and acquisition by San Antonio, Texas-based Southwestern Bell Communications.
Kingswood first designed the site for Comcast Cellular in 1995 and has continued to maintain it since then.
Knezic/Pavone Advertising, Harrisburg, was named one of the region’s “Fifty Fastest Growing Companies” by the Central Penn Business Journal. The honor was based on “outstanding increases in revenue growth over the past three years.” Earlier this year, the agency was elected to membership in the American Association of Advertising Agencies.
Elkman/Alexander & Partners, based in Philadelphia, developed an advertising campaign to launch DesignerConnection.-com, a Web site offering designer clothing at outlet prices. Ads feature a fashionable model, whose top half is in black and white, against a backdrop of a European street in Milan, Italy; her bottom half is in color, on the screen of a laptop computer in Milan, Tenn. Similar executions feature Paris, France, and Paris, Texas. The campaign also includes banner ads and TV spots set to break this year. Spending is $1.5 million.
Backe Communications, Ardmore, added three clients. Tescor, a Warminster-based company that designs and produces environmental-testing equipment, hired the agency to create branding collateral. Information technology-training company DPT Consulting Group of Bala Cynwyd hired Backe to design branding collateral materials. Backe will also develop advertising for the Wayne-based Tilt ‘N Clean Rain Gutter Systems.
LevLane, Bala Cynwyd, was hired by The City Avenue Special Services District to spearhead its marketing program. The effort will promote the City Avenue area as an attractive place to live, work, shop and study. The agency was also hired by Philadelphia’s Sovereign Bank to handle creative and media duties, as well as public relations, Web-site development and multimedia services.
The Pittsburgh Advertising Club raised $80,000 at a silent auction to benefit the Scholarship Fund of the Pittsburgh Foundation. Items up for bid included a six-month ad contract with RealPittsburgh.com, a one-page ad in Business Week, two Penguin Igloo Hockey tickets and a subscription to The Wall Street Journal.
The Hal Lewis Group, Philadelphia, was hired by Pharmacia & Upjohn to handle the launch of a new form of Caverject, a treatment for erectile dysfunction.
Mitchell & Resnikoff, Elkins Park, added two accounts: National Gaucher Foundation of Rockville, Md., an organization that supports research benefiting patients affected by Gaucher disease; and Marketing Leverage, a Glastonbury, Conn.-based consulting firm specializing in
aiding companies with customer selection, retention and loyalty.
Cronin and Co., Glastonbury, has retained the $5.6 million Connecticut Lottery Corp. advertising and public relations account, following a four-month review. The shop has been the Lottery’s agency for the past nine years and will keep the business for the next two and a half years. Cronin topped three undisclosed Connecticut agencies