SBD/1/Sponsorships Advertising Marketing

Print All

         In a transaction that has reportedly been under discussion
    for 18 months, Chiat/Day -- one of the "hottest creative
    agencies" in the '80s -- has agreed to merge with Omnicom Group's
    TBWA Int'l, an agency known more for its print than TV
    advertising.  Terms of the deal were not disclosed, but several
    industry execs estimated Omnicom is paying in the "tens of
    millions" for Chiat/Day, including the agency's debt, which is
    said to be "far less" than $50M.  Bill Targos, co-founder and
    chair of TBWA, will be the new chair and CEO of the combined
    operations called TBWA Chiat/Day, while Jay Chiat will become a
    consultant to Omnicom, now the 3rd largest world-wide ad agency
    holding company.  Some of Chiat's major clients:  Nissan's
    Infiniti division, Eveready Battery, Coca-Cola's Fruitopia and
    Quaker State.  TBWA's major clients:  Absolut, Sara Lee's
    Wonderbra, Nissan Motor and Evian Water.  One note:  BBDO, an
    Omnicom subsidiary, handles Pepsi-Cola and Diet Pepsi, and
    Omnicom officials concede it is unlikely Pepsi "will stand for"
    another Omnicom agency handling a rival in Coca-Cola's Fruitopia
    (Kevin Goldman, WALL STREET JOURNAL, 2/1).   SOFT DRINKS:
    Because it appears diet cola sales have "reached a plateau" of
    about 26% of the $49B U.S. soft drink market, Coca-Cola will
    sponsor, "for the first time," three separate ad campaigns by
    three agencies to promote three different diet cola brands around
    the world.  The "troika of campaigns is indicative" of the
    broadening of Coca-Cola's ad messages and agency relationships
    during the '90s.  By contrast, PepsiCo is taking an opposite tack
    -- combining campaigns for Diet Pepsi and Pepsi under the theme
    "Nothing else is a Pepsi."  The Diet Coke campaign will run in
    the four countries where it is sold:  U.S., Australia, Britain
    and Canada.  A second campaign will concentrate on Coca-Cola
    Light, as Diet Coke is known in 93 countries; the third will help
    sell caffeine-free varieties of Diet Coke and Coca-Cola Light
    (Stuart Elliott, N.Y. TIMES, 2/1).  The caffeine-free Diet Coke
    ads target consumers over 40 (USA TODAY, 2/1).
         MILLER ICES TWO AGENCIES:  Miller Brewing shuffled its
    agency lineup again yesterday, "parting ways" with J. Walter
    Thompson Chicago and reassigning its Miller Lite Ice beer brand
    from Bates USA in New York to the Leap Partnership of Chicago.
    Miller moved several smaller brands handled by Thompson Chicago,
    including Reserve, Lowenbrau and Sharp's to Young & Rubicam
    Chicago (N.Y. TIMES, 2/1).

    Print | Tags: Coca-Cola, Nissan, PepsiCo, Sara Lee

         Dorna USA's AdTime rotational signage system, a visible
    presence at 15 NBA arenas, was recently utilized at courtside
    during the recent Foot Locker Slam Fest at America West Arena in
    Phoenix.  The annual Slam Fest features well known pro athletes
    from all sports competing in a one-day slam dunk competition.
    The event is being broadcast as a series during halftime of ABC
    Sports' college basketball telecasts.  The series culminates with
    the finals during ABC's "Wide of World of Sports" telecast on
    April 8.  In addition to Foot Locker -- Nike, Yamaha, Visa,
    Spalding and The Phoenician Resort will also be featured on the
    AdTime system during Slam Fest (Dorna USA).

    Print | Tags: ABC, NBA, Nike, Russell Athletic, Visa, Walt Disney

         California Pro Sports Inc., makers of in-line skates and
    snowboards, announced it has begun preliminary negotiations for
    the possible acquisition of an unnamed distributor of numerous
    lines of leisure activity and recreational apparel (CA Pro
    Sports)....To celebrate the 49ers Super Bowl victory, Southwest
    Airlines is offering $49 fares between Oakland Int'l Airport and
    any of its 12 nonstop destinations.  The fare must be purchased
    by February 14, with travel through May 23 (Southwest)....
    "Dateline NBC" ran a feature on the making of Reebok's "Shaq vs.
    Shaq" commercial (NBC, 1/31)....Eastman Kodak reported its net
    income "plunged" 91% in the 4thQ as it took charges for cost-
    cutting moves that will include the elimination of an additional
    3,200 workers (WALL STREET JOURNAL, 2/1).

    Print | Tags: NBC, Reebok, San Francisco 49ers

         Nike announced two exclusive licensing agreements with H.H.
    Cutler Company and Jantzen for children's apparel, swimwear and
    related activewear.  Cutler Sports Apparel, a division of H.H.
    Cutler, will design, manufacture and market a full line of Nike
    infant, toddler and 4-7 children's athletic wear for the U.S.
    market beginning in the '95 holiday season.  Jantzen will design,
    manufacture and market a full line of Nike performance and team
    swimwear and related activewear for men and women beginning fall
    '95.  Both H.H. Cutler and Jantzen are divisions of VF Corp.
    Nike VP/Apparel Division Stephen Gomez: "This represents our
    first significant apparel licensing venture.  Jantzen's dominance
    in the swimwear business and Cutler's leadership in children's
    apparel, combined with Nike's authentic athletic heritage, will
    allow us to diversify our apparel business while leveraging
    Jantzen's and Cutler's design know-how and manufacturing
    efficiencies" (Nike Inc.).
         NOTHING BUT OPEN ICE FOR CANSTAR DEAL:  Nike also reported
    the Canadian Bureau of Competition Policy will not oppose Nike's
    proposed acquisition of Canstar Sports.  Nike also noted that the
    government's review of the acquisition should be complete in the
    next several days.  In the U.S., the FTC has terminated its
    review of the deal, allowing Nike to proceed with the merger
    under U.S. antitrust laws (Nike).       NEWEST NIKE ENDORSER --
    CAM NEELY:  According to this morning's BOSTON GLOBE, Bruin Cam
    Neely will sign a two-year endorsement contract with Nike
    sometime this week.  Nike reportedly will shoot a national TV
    spot with Neely as soon as Sunday or Monday.  Nike will use Neely
    to help launch the company's new street hockey sneaker to be in
    stores this June.  As of now, Nike does not plan to design a
    separate Neely sneaker (Kevin Paul Dupont, BOSTON GLOBE, 2/1).

    Print | Tags: Nike

         The Raptors "will unveil a secondary team logo" today,
    according to today's TORONTO SUN.  A source in the sports apparel
    industry says that the new logo will appear on the leg of the
    shorts while "at least a portion of the old logo" will be
    featured on the chest of the jersey.  Colors of the home jersey
    are expected to be "predominately" white and trimmed in the
    team's primary colors of red, purple and "Naismith silver" (Craig
    Daniels, TORONTO SUN, 2/1).

    Print | Tags: Maple Leaf Sports and Entertainment, Toronto Raptors

         Reebok International Ltd. topped its '91 profits peak last
    year with net earnings of $254M, "an underlying increase" of 10%
    from '93.  Earnings per share, which have risen each year as a
    result of share buy-backs, were up 16% at $3.02.  Final quarter
    earnings for the year rose 5% to $53M, or 64 cents per share.
    Sales were up 18% at $709M.  In the U.S., footwear sales rose 14%
    in the 4thQ; sportswear sales rose 24% (Tony Jackson, FINANCIAL
    TIMES, 2/1).

    Print | Tags: Reebok

         Wimbledon, USA -- a wholly owned subsidiary of RI-based
    Quadrax Corp. -- announced that former tennis great Ilie Nastase
    will endorse the first Conqueror Wimbledon tennis racquet to be
    manufactured with the Quadrax's "Tennis System."  The racquet
    will be introduced at the SuperShow in Atlanta on February 4.  In
    November '94, Quadrax Corp. acquired licensing rights to
    distribute rackets, apparel & accessories in the U.S. under the
    Wimbledon name (Quadrax).

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug