Back to newsletter listDate:
Thu, March 01, 2007 10:24:42 PMFrom:
Adweek Nightly News
Subject:
Heineken Selects Berlin Cameron
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$80 Mil. Heineken Selects Berlin Cameron BOSTON Heineken USA today said it tapped Berlin Cameron United as lead agency on its Heineken Lager and Heineken Premium Light brands, bringing to a conclusion a drawn-out review process that began last June. WPP Group's Berlin Cameron in New York was the last contender standing in the contest for the estimated $80 million assignment following the withdrawal of independent Wieden + Kennedy yesterday. Wieden, pitching from its headquarters in Portland, Ore., cited "strategic differences" in explaining its decision to exit. Berlin Cameron was already the incumbent on HPL, which it landed in December 2005 and launched in March 2006 Publicis USA's New York office had handled Heineken and Amstel Light since 2003 and was cut from an earlier round of the current review in December. more ? |
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4A's: Goldstein Urges Compromise LAS VEGAS Marc Goldstein, CEO of GroupM North America and chairman of the American Association of Advertising Agencies' media policy committee, told attendees at the 4A's annual Media Conference in Las Vegas today that regardless of which form of commercial ratings data they favor as a negotiating tool, the industry must be willing to reach a compromise. Goldstein said it is counterproductive for agencies to take a hardline stance on the type of commercial ratings data that needs to become the industry standard "As a new rating system takes hold, we find ourselves in a predicament," Goldstein said. "We all agree that our ultimate objective is a more accurate yardstick. We all want a system that give us reliability, stability and predictability. But what we can't seem to agree on is what form these ratings will take." more ? ? 4A's: EBay Faces Hurdles LAS VEGAS Engineers at eBay are putting the final touches on a media auction system designed to allow buyers of national TV ad time to bid for slots via the Internet. The service will launch "within a few weeks," said Howard Rosenberg, the online auction house's director of private marketplaces. The timetable assumes that sellers, specifically cable networks, agree to participate. So far, they haven't. The auction system "went live" with its Web site Wednesday, allowing potential participants to register for the service. A discussion about the controversial system was the highlight of the first day of panel sessions at the American Association of Advertising Agencies Media Conference taking place here this week. more ? ? 4A's: P&G's Stengel Calls for Change LAS VEGAS Procter & Gamble global CMO Jim Stengel said marketers must make a major "mindset shift," rather than simply trying to keep pace with changes in technology, if clients and agencies are to flourish in the rapidly changing world of digital commerce. Stengel made his remarks here today during his keynote address at the 4A's Media Conference here today. When Stengel addressed the body in 2004, he gave the industry a C-minus for its ability to react to technological changes. In the three years since, the industry has improved its performance to a B, he said?though he quickly called such a report card itself "obsolete." "We can no longer measure success in keeping up, because keeping up is not possible," Stengel said. "What we need is a mindset shift." more ? ? Propel Launches 'Power Walk' Push NEW YORK What do Derek Jeter, John Stamos and Taye Diggs have in common? Besides being famously good-looking, they're all checking out the same female power walker in a spot from Element 79 for Propel Fitness Water. In the commercial, the walker is seen striding through Beverly Hills' ritzy Rodeo Drive district while listening to Mary J. Blige's Family Affair. As she passes the celebrities--who are engaged in everyday celebrity activities such as eating lunch with glamorous companions and ducking the paparazzi--they all stop to appreciate her. This is the first of three spots in a new campaign for Propel that will air through the summer. Print will hit in late March in People, Entertainment Weekly, Shape and Men's Health. more ? ? Hostess Begins Ad Effort NEW YORK Riding the wave of portion control and convenience, Interstate Bakeries next week will break a print campaign behind its new Hostess 100-calorie pack snack cakes. Tagged "3 cakes. 100 calories. Real satisfaction," print ads will run in women's and general interest titles such as Oprah, Ladies Home Journal, People and Redbook. Independent Bernstein-Rein, Kansas City, Mo., handles creative chores. Women-oriented sites will feature banner ads. Coupons and other promotional materials are also in the mix. more ? Adweek is at the 4A's Media Conference so you can be, too: Use this link to view video interviews with top media executives and all the highlights every day. And check out our multi-channel content from the ANA 2006 at Adweek.com. |
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