REEBOK'S EMMITT CAMPAIGN A HIT WITH YOUNG CONSUMERS

     Just 15% of consumers said they liked Reebok's Olympic ad
campaign starring Emmitt Smith, according to USA TODAY's Ad
Track.  But in the "core target group" that "tends to make more
athletic shoe purchases," age 18-29, 34% gave the spots "high
marks."  During the Games, Reebok also aired ads with Smith and
Shaquille O'Neal, with Dottie Enrico noting Reebok is trying to
reinforce the image that, like Nike, it has a stable of top
endorsers (USA TODAY, 8/12).
     MORE AD NEWS:  While Reebok's agency of record is Leo
Burnett USA, Chicago, Lowe & Partners/SMS is said to have been
awarded work from the company, according to AD AGE.  Details are
to be announced this week, and despite a recent "shake-up" of
Burnett's account team, a Reebok spokesperson says Burnett
remains the company's U.S. agency, and Lowe only handles Reebok
in the U.K. (AD AGE ONLINE, 8/12).