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Messner Vetere Berger McNamee Schmetterer/ Euro RSCG, New York, is today conducting an online poll asking consumers, and advertising and Internet professionals to judge and comment on Super Bowl XXXIV commercials for dot.com companies. The poll is being conducted in association with New York-based CLT Research Associates via e-mail to at least 20,000
consumers nationwide. Results will be released in February and will be available at MVBMS.com.
Wolf Group New York has developed a TV campaign for the New York City Opera and the Brooklyn Academy of Music. The ads use text and sound effects to relate operas’ plots to the lives of celebrities. For example, one spot reads, “Guy steals boss’s wife. A hit is arranged. Fa-getta-bout-it! Mozart’s La Clemenza di Tito. Opera tkts ordered by Joe Pesci.” An ad for Bizet’s Carmen reads, “Love. Devotion. Betrayal Opera tkts ordered by Ivana Trump.” Other celebrities include Donald Trump, Don King, Sandra Bernhard, Al Sharpton and Isaac Mizrahi. Ads featuring Yoko Ono and Joan Rivers are in production.
Hampel/Stefanides broke a national advertising campaign for PhoneFree.com. Radio spots from the New York agency focus on PhoneFree’s ability to “Let Freedom Ring” by liberating consumers from the high costs and hassles of traditional phone companies. The ads will run nationally during PhoneFree’s sponsorship of the NFL Playoffs and Super Bowl broadcasts on Westwood One’s radio network.
N.W. Ayer & Partners and The Advertising Council, both in New York, are developing a campaign titled, “National Initiative to Fight Childhood Asthma.” Public service announcements, scheduled to break in the spring, will stress taking preventive steps and managing environmental factors as part of a comprehensive asthma-management program. The campaign is sponsored by the U.S. Environmental Protection Agency, Office of Radiation and Indoor Air.
Bartle Bogle Hegarty U.S. is also working with the Ad Council on a campaign titled, “Childhood Hunger.” Sponsored by Feeding Children Better, an alliance between ConAgra and America’s Second Harvest, the campaign will emphasize that although 14 million American children are hungry, all sectors of society can collaborate to help solve the problem. Ads will break in the spring.
Pedone & Partners, New York, created a campaign for Corningware tagged, “Find your inner chef.” Four print ads and two 30-second TV spots target women ages 25-54. The print executions, which are running in February bridal magazines and will appear in March issues of women’s, fashion and lifestyle magazines, relate Corningware to the busy lives of modern women. One reads, “Takeout will never make that little voice inside your head say, I did it I did it.” TV spots breaking Feb. 21 show busy young women cooking or reheating meals. In one, a voiceover says, “Funny thing about cooking. All those wonderful little blunders only make you appreciate your final masterpiece that much more.” The second execution states, “The thing that makes cooking so totally, perfectly wonderful is also having the choice not to.”
Milton Samuels Advertising, New York, has formed Mano, a Hispanic-marketing group. In addition to a $2 million assignment from MSA client HIP Health Plans, Mano was tapped by BestRums.com to handle a $2 million test-market launch effort, and by event-marketing company Davenport Works to manage a national tour and model search that targets the Hispanic community.
The Geppetto Group, New York, created the first TV spot for Epidemic Marketing, a Denver-based company that enables e-mail users to earn money by including ads in their e-mails. The spot, which broke during the first half of the Super Bowl, kicks off a $12-15 million national ad campaign. Tagged, “Money for nothing,” the ad shows people offering a young man cash instead of towels or tissues, after he uses the restroom and sneezes.
The Zlotnick Group has opened its doors in New York. Creative director Jan Zlotnick, who worked on campaigns for such brands as Bacardi, Business Week, BMW Motorcycles and Timberline cologne, founded the agency and calls it a “rethink tank” for brand repositioning and creative. Zlotnick Group’s client roster includes Standard & Poor’s, DovetailSys.com and Hackensack University Medical Center.
McCaffery Ratner Gottlieb & Lane, New York, has been named the advertising agency for DirectAdvice.com, a Hartford, Conn.-based provider of personal financial-planning services. Billings are more than $20 million.
MK Advertising redesigned RedZone, the magazine published by Showtime Networks and distributed to its affiliates in support of Showtime’s programming.
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Sweet Logo has added three clients. The Ridgefield-based distributor of mints with ads printed on their wrappers will tout Japanese beer company Sapporo USA; the opening of the first New York branch of Doral Bank of Puerto Rico; and the National Kidney Foundation of New York/New Jersey’s “Donate your car” campaign.
Schubert Communications was named the marketing shop for Houghton International in Valley Forge. The Downingtown agency will develop display advertising, collateral materials and a public relations program for Houghton, a producer of specialty chemicals, oils and lubricants.
MayoSeitz Media, Bala Cynwyd, was tapped to handle media duties for KYW-TV3 in Philadelphia.
Bozell Kamstra, Pittsburgh, was named the advertising agency for Highmark Blue Cross Blue Shield. Highmark has more than 2.5 million members in Western Pennsylvania; it also does business as Pennsylvania Blue Shield in the state, working with regional Blue Cross affiliates.
Mud Advertising, a division of Elisco Advertising, has opened its doors in Pittsburgh. The shop will conduct nearly all of its business online and will work exclusively on a project basis. Mud’s services include print and outdoor advertising, product literature, corporate-identity programs, Internet-banner ads and news releases.
DRC Advertising has been retained by teleconferencing-service provider Connex International. The Danbury agency has developed a marketing strategy, “Get more done,” that includes a print campaign, a direct-mail program, and media-buying and planning services
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