MA-based e-commerce company Computer.com received $5.8M
in a "seed round of funding from private investors and
immediately earmarked more than half of that" for three
Super Bowl spots, two for the pregame show and the other for
the game's fourth quarter (BOSTON GLOBE, 12/22).
DOLLARS & CENSUS FOR MLB: The SPORTSBUSINESS JOURNAL's
Andy Bernstein reports that the Census Bureau is "teaming up
with" MLB and the MLBPA to create a $1M "baseball-themed" ad
campaign. PSAs featuring Derek Jeter, Ivan Rodriguez and
Barry Bonds will air on network TV, in all 28 U.S. MLB
ballparks and in SI starting in February. SI negotiated the
deal with MLBP and the MLBPA "on behalf" of the Census
Bureau, "allowing the bureau" use of the MLB logo and to
picture players wearing their team uniforms in ads. The
bureau bought five full-page ads in SI and is paying
"another $150,000 for the MLB marketing package"
(SPORTSBUSINESS JOURNAL, 12/20 issue).
AGENCY NEWS: Harris Drury Cohen "resigned" as the ad
agency of the NHL Panthers, citing "creative differences."
The Panthers will "conduct an agency search and [hope] to
name a replacement on the estimated $500,000 account" in 60
days (ADWEEK, 12/20 issue)....Niketown is moving its $4-5M
media buying/planning account from Wieden & Kennedy, OR. W&K
will retain the Niketown creative (AD AGE, 12/20).
