NEWS: BBH scoops double win from Time and Adams store chain

Bartle Bogle Hegarty has beaten Leagas Delaney and M&C Saatchi to create the first TV advertising for Time magazine in Europe.

Bartle Bogle Hegarty has beaten Leagas Delaney and M&C Saatchi to create

the first TV advertising for Time magazine in Europe.



The agency has also won its third brand from Sears - the childrenswear

specialist, Adams, worth pounds 2.5 million.



The Time campaign, worth several million dollars, will break in March

1997. It will include TV commercials, to be aired initially on CNN.



The ads will position Time as an essential news title with a global

outlook, supplementing the reader’s national newspaper. Time last

advertised in Europe in 1991 with a print campaign created by GGK. Its

circulation in Europe is more than 600,000.



John Hegarty, creative director of BBH, said: ‘It is rare that an agency

is given the opportunity to contribute to one of the world’s iconic

brands.’



Time aired its first US TV campaign for five years this summer, with

spots from Fallon McElligott Berlin featuring the theme: ‘The world’s

most interesting magazine.’



Commenting on the Economist campaign, by Abbott Mead Vickers BBDO,

Richard Atkinson, president of Time Inc. Atlantic, said: ‘We want

something striking. The Economist is an example of what can be

achieved.’