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Volume 24 No. 160

Sponsorships Advertising Marketing

     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

     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).

     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,

     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).

     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,

     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).

     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).

     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"
     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"