CLIENT ROUND-UP

Camelot has pledged to spend up to pounds 29 million a year on marketing its brand, even if it loses the battle for the next National Lottery licence, which runs from 2001. The contest is a two-way fight between Camelot and Richard Branson’s People’s Lottery. Camelot spent pounds 29 million on marketing the National Lottery last year, but in other years has spent closer to pounds 15 million. - Marketing

Camelot has pledged to spend up to pounds 29 million a year on

marketing its brand, even if it loses the battle for the next National

Lottery licence, which runs from 2001. The contest is a two-way fight

between Camelot and Richard Branson’s People’s Lottery. Camelot spent

pounds 29 million on marketing the National Lottery last year, but in

other years has spent closer to pounds 15 million. - Marketing





Dollond & Aitchison, the high-street optician, is dropping ITV from its

media schedule in favour of partnerships with Channel 4, Channel 5 and

an unnamed Flextech satellite station. The company is adopting a

longer-term ’constant drip’ approach to advertising, after research

showed that potential customers enter the market on a continual basis.

Media for Dollond & Aitchison, which spent pounds 4.8 million on

advertising last year, is through Western International Media. -

Marketing





Goodyear’s latest campaign, which breaks across Europe this month, aims

to give the brand a more modern image. The tyre company is adopting a

travel and exploration theme, using a series of amazing journeys to

demonstrate the different tyres in the Goodyear range. Media planning

and buying is through Universal McCann. - Campaign





Mars has restructured its petcare operation to enable brands such as

Whiskas and Pedigree to be marketed on a pan-European basis. The

shake-up will be overseen by Anne Francke, vice-president of European

petcare marketing. Marketing chiefs in the UK, France and Germany will

be given extra European responsibilities for individual brands. At the

UK division of Pedigree Masterfoods, petcare marketing director Mark

Johnson will take on the role of European brand director for Pedigree.

He will report to Francke on the Pedigree brand and to Mike Davies,

president of UK petcare and food, on the UK market.- Marketing Week





Whitbread is planning a multi-million-pound launch for its GB lager

brand, which it hopes will take on Carlsberg and Foster’s in the

on-trade. The advertising for GB, which makes its debut on 1 May, will

avoid the use of union flags and associations with football, and will

concentrate instead on marketing the brand around other quintessentially

British imagery, using the GB initials to stand for things such as

Greasy Batter (fish and chips) and Gutsy Banger (a Mini). -

Marketing





Buy.com, the number two US shopping site, which launches in the UK this

week, has hired Gordon Henderson to head its UK marketing operation.

Henderson, who was marketing director of Foster’s in Western Australia

before moving to the UK two years ago, joins the dotcom as

vice-president of marketing to oversee the launch. Buy.com’s entry into

the UK market is supported by a pounds 6 million advertising campaign,

with media planning and buying by Carat. - Marketing Week





Heinz Salad Cream, which was due to be discontinued last December, is to

be relaunched with an updated image and a higher price tag. In an

attempt to invigorate the brand and give it a trendier edge, HJ Heinz

has invested pounds 10 million in an advertising campaign, a website

aimed at young consumers and a comedy club sponsorship deal. Heinz’s

creative account is held by Leo Burnett, with media planning and buying

by Starcom Motive. - Marketing.