DUDS A DUD? BRANDWEEK's Terry Lefton reports that the
futuristic uniforms that were "widely panned" during Century
21's "Turn Ahead the Clock" MLB promo "won't make it past
the millennium." Century 21 Senior VP/Marketing Steve
Savino, on the promo: "When you break from tradition, that's
a risk you take." But Savino said that the company's HR
Derby sponsorship "generated 50 million media impressions"
and "will be repeated." The "Turn Ahead the Clock" promo
will be replaced by an "'Open House Sunday' concept that has
yet to be fully developed." Savino, on the "bottom line" of
the company's MLB deal, which is set to expire after 2000:
"It went well enough that we are having serious discussions
with MLB about a longer-term deal." Lefton adds that
Century 21 has "already signed" Orioles 3B Cal Ripken for
another two years (BRANDWEEK, 11/15 issue).
DEAL & DOLLARS: Heineken has signed a US$32.4M, four-
year deal to title sponsor the European Rugby Cup, which is
effective with the '99-2000 event that begins this week.
Heineken was the inaugural sponsor for the first three years
of the event, but its deal lapsed last year (European Rugby
Cup)....Ground Zero was named ad agency of record for online
retailer Lucy.com's $7-10M account (WALL ST JOURNAL, 11/16).
