REVIEW: Marketing and advertising news in the week’s press

IBM has completed its global direct marketing review, cutting its roster of agencies from 30 to four and appointing OglivyOne its direct marketing agency of record for software, servers and global services. The move confirms OgilvyOne as the computer giant’s main below-the-line agency alongside its above-the-line sister, Ogilvy & Mather. - General release

IBM has completed its global direct marketing review, cutting its

roster of agencies from 30 to four and appointing OglivyOne its direct

marketing agency of record for software, servers and global services.

The move confirms OgilvyOne as the computer giant’s main below-the-line

agency alongside its above-the-line sister, Ogilvy & Mather. - General

release



New PHD has lifted the pounds 7 million UK media account for Pizza Hut

out of CIA Medianetwork, while the restaurant chain’s direct marketing

account has moved to Barraclough Hall Woolston Gray. The company’s media

and direct marketing activities are now centralised into the Abbott Mead

Vickers group, which already handles above-the-line advertising. -

General release



Vision Express is reviewing its pounds 7 million account out of

McCann-Erickson Bristol. The split has been caused because of conflict

between the optical retailer, now owned by France’s Grand Optical

Photoservice, and Pearl Vision, which is handled by McCanns in New York

and has plans to expand across Europe. - General release



The McWilliams Partnership has been appointed by Liberty Radio to

reposition the Mohamed Al Fayed-owned station as London’s ’alternative’.

Liberty’s programming has been revamped to feature a variety of 70s and

80s music mixed with chat. Liberty is believed to be spending pounds 1

million on the burst which breaks in March, comprising magazine, outdoor

and ’guerrilla’ activity. - General release



AOL Bertelsmann, the Internet service provider, has appointed Barrett

Cernis Delves to handle the creative work for its first foray into UK

advertising, backed by a reported initial budget of pounds 1.8 million.

A national press, magazine and 48-sheet poster campaign under the theme,

’We make the Net work’, will break on Monday. Media is being bought by

Mansfield Lang. - General release



Heinz has consolidated its mainland European brand advertising into Euro

RSCG Worldwide by handing it the brief to advertise Heinz sauces across

Germany, France, the Benelux and Nordic countries. Bates Dorland will

continue to handle advertising for all Heinz grocery and frozen and

chilled brands in the UK. - General release



Calvin Klein, the designer who popularised the use of gaunt,

unhealthy-looking models, is to unveil an ad campaign that shows models

hiking, walking and having fun outdoors. Calvin Klein came under attack

on both sides of the Atlantic for its use of ’heroin chic’ imagery,

notably featuring Kate Moss, who will appear in the new ads, through

Shahid & Company, with her fellow supermodel, Christy Turlington. -

Daily Telegraph



Hydro-Electric, the Scottish electricity company, has briefed Publicis

to create a pounds 4 million campaign to promote its expansion in

England. The company, which parted company with the Morgan Partnership

in December, is expected to run TV ads in England and Scotland in the

run-up to electricity deregulation, scheduled for September. - Marketing

Week



Renault Clio’s Nicole is to marry an Englishman and leave France to be

with her husband. The character, who has appeared in the Clio ads for

six years and only ever uttered the word ’Papa’, will get married in a

new series of commercials through Publicis, expected this year. - Sunday

Express



Yellow Pages is launching a pounds 6 million marketing campaign

concentrating on London. The campaign will begin with a liveried

Underground train, designed by Rufus Leonard, which will only carry

Yellow Pages ads. A television and radio campaign has also been created

by Abbott Mead Vickers BBDO, along with two million branded bus tickets

and a sponsored travel update on Carlton TV. - General release.



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