SBD/30/Sponsorships Advertising Marketing

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         Ad agency holding companies "are expected to report robust
    earnings growth" in the 4thQ because of a "surge in spending" by
    major U.S. advertisers and early signs of an "overseas recovery."
    While "perennially big advertisers" such as car and computer
    companies continued to spend heavily, spending also increased for
    many packaged-goods companies that had "retrenched several years
    ago."  The companies expected to post gains:  Interpublic Group -
    - the parent of McCann-Erickson and Lowe Group, True North
    Communications -- the parent of FCB/Leber Katz, and Omnicom Group
    -- the parent of BBDO, DDB Needham and TBW Advertising (Fara
    Warner, WALL STREET JOURNAL, 1/30).


         According to an NHL source, four teams have submitted a
    request for changes in their jerseys and logos.  Three are
    believed to be the Bruins, Nordiques and Islanders.  The Bruins
    want to modernize their spoked "B" logo for the opening of the
    Shawmut Center, next season.  Quebec was rumored to be switching
    its colors to navy blue and silver, and changing their logo from
    the "N-igloo" to either a polar bear or wolf.  And according to
    team sources, the Islanders will "lose the Long Island crest in
    favor of an 'Islander' type character, right now a fisherman in a
    boat holding a hockey stick for a fishing pole."  The team is
    also rumored to be changing their colors from navy blue and
    orange to what they call "Atlantic blue and seafoam" (AP/ST.
    LOUIS POST-DISPATCH, 1/29).  NHL VP/Corporate Communications
    Bernadette Mansur said of the Bruins:  "At this point, there
    hasn't been a design submitted that is stronger than the one
    currently in use."  But Kevin Paul Dupont writes that if there is
    no new logo next year, the backlog of inventory will be the most
    likely reason (BOSTON GLOBE, 1/29).

    Print | Tags: Boston Bruins, New York Islanders, NHL

         IMG has offered the WTA Tour a guaranteed four-year deal,
    estimated at $16M for exclusive marketing and TV negotiation
    rights.  Bob Kain, head of IMG's tennis division: "We are in
    serious negotiations, that's for sure."  WTA Tour CEO Anne
    Worcester confirmed IMG's offer but would not provide any
    details.  The WTA Tour has operated without a tour sponsor since
    Kraft, owned by Philip Morris, left two years ago (USA TODAY,

    Print | Tags: IMG

         BUSINESS WEEK's Peter Coy profiles Indigo Ltd. and its
    founder Benzion Landa.  Landa claims his new Omnius One-Shot
    Color printing system makes it economical to print special cans,
    bottles, labels and paper packaging "in far smaller lots than
    ever before."  As Coy speculates, "imagine the sales boost Coca-
    Cola could get if it printed full-color pictures of coach Joe
    Paterno on every can of Coke at Penn State football games"
    (BUSINESS WEEK, 2/6 issue)....Chicago-based Regency Productions
    by Hyatt was in charge of the NFL's corporate hospitality at the
    Super Bowl for the 4th straight year.  VP Rod Young says his firm
    is in the running for the '96 Olympics contract (CHICAGO TRIBUNE,
    1/29).... "With the smooth ease of its new Sensor Excel
    products," Gillette Co. "glided to record profits" for its 4thQ
    and the year (BOSTON GLOBE, 1/27)....Disney's latest earnings
    report "far exceeded" expectations by shooting up 31%.  "The
    mouse is roaring again on Wall Street" (L.A. TIMES, 1/30).

    Print | Tags: Coca-Cola, NFL, Walt Disney

         Under pressure, "particularly from its restaurant
    operators," McDonald's Corp. is "resurrecting what you might call
    a hybrid version of its 'You deserve a break today' pitch, which
    ran more than 20 years ago."  The company's new pitch -- "Have
    you had your break today?" -- will be introduced next month.
    Gone is "What you want is what you get," introduced in early '91,
    which would have been replaced sooner, but the the company and
    its ad agencies could not agree on a new slogan.  According to
    the CHICAGO TRIBUNE's George Lazarus, this is at least the
    company's 10th slogan in nearly three decades (CHICAGO TRIBUNE,

    Print | Tags: McDonalds

         ABC'S WORST FEARS REALIZED?  In L.A., Larry Stewart writes,
    "Pity NBC, which has the next Super Bowl.  If the 49ers make it
    again, how is that network going to sell another blowout?" (L.A.
    TIMES, 1/30)....In New York, Richard Sandomir gives SI's Peter
    King the nod for best feature during ABC's pregame show.  "King,
    a novice, proves that information is the best tool in TV, or in
    print" (N.Y. TIMES, 1/30)....In Baltimore, Milton Kent writes,
    "Well, surprise, surprise, ABC turned in a creditable, and --
    dare it be said -- restrained telecast" (Baltimore SUN, 1/30).
         GOTTA BE THE SHOES:  49er Jerry Rice on why he doesn't get
    more endorsements: "I guess I don't have an image.  I'm not very
    flashy on the football field.  I don't know, you tell me" ("NFL
    GameDay," ESPN, 1/29).
         WERE YOU EXPERIENCED?  The NFL Experience drew 150,000
    visitors, with profits going to NFL Charities.  NFL Properties VP
    of Business Development Don Garber:  "This is the largest NFL
    Experience we have had in terms of space and participation.  It's
    the [NFL's] effort to bring a bit of the Super Bowl to everyone"
    (N.Y. TIMES, 1/30).
         SODA WARS:  Pepsi Exec VP Brian Swette, on PepsiCo's
    disappointment that Coke opted not to run any ads during the
    game:  "We want to go head to head with them because when we do,
    they lose.  They are an official NFL sponsor, and when the big
    event comes along, they don't even show up" (Denise Gellene, L.A.
    TIMES, 1/29).  Coca-Cola spent its Super Bowl ad budget on events
    in Miami and the Coca-Cola BIG TV broadcast on TNT.  Coca-Cola
    Dir of Sports Management Mike O'Shaugnessy heads to Phoenix on
    Tuesday to begin preparations for Super Bowl XXX.  O'Shaugnessy:
    "We have to worry about competitors grabbing billboards and
    sites" (Chris Roush, ATLANTA CONSTITUTION, 1/30).  Pepsi's
    "Nothing Else Beats a Pepsi" slogan was well received at their
    annual bottlers' meeting.  The "Field of Dreams" spoof got the
    biggest applause (BLOOMBERG/ST. LOUIS POST-DISPATCH, 1/29).

    Print | Tags: ABC, Coca-Cola, ESPN, NBC, NFL, PepsiCo, San Francisco 49ers, Sports Illustrated, Turner Sports, Walt Disney

         Reebok has signed a letter of intent with Sport Specific
    Int'l under which the two companies will team up to launch the
    Reebok Sky Walker, a cross training machine with aerobic
    benefits.  The new machine will initially be marketed to health
    clubs, wellness centers and other professional fitness
    facilities.  A home version will be launched at the end of the
    year (Reebok).

    Print | Tags: Reebok

         Pan American Sports Corp. has established their U.S.
    headquarters office at Rockefeller Center in NYC.  Pan American
    Sports is the int'l representative of International Sports Ltd.,
    a South American sports organization with offices located in Rio
    de Janeiro, Brazil.  Nathan Dudley, VP & GM of the New York
    office, said that International Sports, Ltd., is responsible for
    all commercial properties of official Pan American Basketball
    Confederation (COPABA) tournaments until 1999:  "Through this
    office we will be developing various sponsorship opportunities
    for a wide range of highly televised and promoted basketball
    tournaments in the Americas."  The following basketball offerings
    for '95 are currently available for sponsorship:  Men's South
    American Championship (Montevideo, Uruguay; May 12-20), Women's
    Olympic Qualifying Tournament (Sao Paulo, Brazil; June 9-18),
    Men's Olympic Qualifying tournament (Tucuman and Neuquen,
    Argentina; August 19-30), 3-on-3 Invitational World Championship
    and 3-on-3 Grand Prix of the Americas (eight international
    tournaments; April-September) and America's Basketball Magazine
    (Pan American Sports).


         49er QB Steve Young has signed on with Rawlings to market a
    signature football series.  With this new product, the company is
    launching newly designed football-related products and equipment
    for '95.  Young will also join Rawlings' Football Advisory Staff
    -- a council of pro football players and coaches who offer input
    from the field on product innovation and quality.  Rawlings
    President & CEO Carl Shields:  "We are operating under a new,
    'Think Young' attitude.  Signing Steve Young is an example of
    Rawlings' aggressive pursuit of developing new business for the
    company. ... He will be a great addition as we develop a stronger
    retail presence for football products known for their
    institutional strengths" (Rawlings).


         As is tradition, the commercials aired during the Super Bowl
    garnered nearly as much attention as the game itself:
         ADVERTISING AGE:  This morning on ABC's "Good Morning
    America," AD AGE's Bob Garfield picked winners and losers.
    WINNERS:  No Fear "Bull Rider" -- "They see themselves as sort of
    the next Nike.  They're trying to build brand image.  This
    commercial isn't about sporting apparel, it's about having no
    fear.  And they certainly have no fear, because they spent a
    million dollars and didn't even tell anybody who they are";
    Wilson's "David & Goliath"; Lee Jeans' "Support Group";
    Budweiser's "Frogs" -- "Simplicity itself."  LOSER:  Nike's
    Hopper -- "Big disappointment" (ABC, 1/30).
         USA TODAY'S "AD METER":  USA Today assembled 59 volunteers,
    chosen by Gallup, and charted their reactions to all the Super
    Bowl ads on a scale of one-to-ten.  TOP 10:  Pepsi's Boy in
    Bottle (9.66); Pepsi's Truck Drivers (9.41); Pepsi's Vending
    Machine (8.76); Rold Gold's George 'Chutes Into Game (8.73);
    McDonald's Super Bowl Buddies Make it to Game (8.50); Anheuser-
    Busch's Iggy at Bud Bowl (8.39); Lee Jeans' Vibrating Store
    (8.34); Lee Jeans' Mens Jeans on Mannequin (8.17); Budweiser
    Frogs (8.02); Bud Light Dog Show (7.94).  BOTTOM 5:  Quaker State
    (5.40); Honda's Keith Haring II (5.33); Ford Explorer (5.31);
    Burger King "Used Cars" (5.20); Tylenol (5.17).  The Pepsi spots
    were produced by BBDO, and the Boy In The Bottle spot was the Ad
    Meter's top rated commercial ever (Dottie Enrico, USA TODAY,
         ATLANTA CONSTITUTION:  Jeffry Scott writes, "Instead of
    spectacular ads, for the most part, Madison Avenue's finest
    dudded through the night like a seamless stream of remorseless
    Bud Bowls."  High points included Pepsi, "which may yet make Coke
    rethink its strategy of leaving the Super Bowl playing field to
    its rival" (ATL. CONSTITUTION, 1/30).
         WASHINGTON POST:  Tom Shales writes the Dorito's Ann
    Richards-Mario Cuomo was the only spot "that lived up to its
    hoopla."  The Pepsi Boy in the Bottle Spot was "creepy ...
    hideous and stupid."  But Pepsi did score with the truck driver-
    diner spot.  The Nike-Dennis Hopper ad was a "soggy fizzle."
    Shales also notes, "There was a surprising shortage of minority
    faces in the commercials that aired during the program"
    (WASHINGTON POST, 1/30).
         ST. PETERSBURG TIMES:  Ernest Hopper writes that Rold Gold's
    Parachute ad was "the surprise of the night," but, "in the final
    analysis, Pepsi and Lee had the best collection of commercials"

    Print | Tags: ABC, Anheuser Busch, Burger King, Coca-Cola, McDonalds, Nike, PepsiCo, Walt Disney, Wilson Sporting Goods
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