Fila USA recently "consolidated" its $20M ad account at
Arnell Group Brand Consultancy, NY, and "is finalizing a
fourth-quarter push behind" the new Grant Hill IV shoe,
according to Jeff Jensen of ADVERTISING AGE. Fila USA VP/
Advertising Howe Burch, on moving from FCB, NY, to Arnell:
"The brand is facing some critical and complicated issues.
Arnell has a lot of experience in corporate identity,
branding and image development. Upper management felt the
appropriate decision was to make this change to continue our
transition from fashion to fashion/performance." Jensen
adds that Arnell will continue to use the "Change the Game"
tagline created by FCB (AD AGE, 8/25 issue).
NEWS & NOTES: Easy Spirit, with approximately $165M in
sales last year, began a $20M TV and print ad campaign last
week to introduce its new fitness shoe line, the Easy Spirit
Anti-Gravity. TV spots are from Lotas Minard Patton McIver,
NY. Easy Spirit was ranked No. 3 in sales of women's shoes
by the NPD Group, behind Nike and Reebok......Valvoline will
tout its "Big Play Sweepstakes" and the launch of a
"reformulated and repacked" Dura-Blend motor oil with ad
buys on ABC's "Monday Night Football," other select NFL
programs and NASCAR race telecasts (ADVERTISING AGE, 8/25).
