Advertising: A Backstage Pass to a High-End Food Festival
(June 11, 2012)
¶Qantas Airways, Sydney, named Droga5 as its global creative agency of record, assuming duties that had been handled for 17 years by M&C Saatchi. Droga5 Australia, Sydney, will be the lead creative planning agency, working with David Droga, chairman, and his team, based in the agency’s New York headquarters. After a review for the media part of the account, Qantas decided to keep ZenithOptimedia, part of the Publicis Groupe, as the worldwide media agency. Two other Publicis Groupe agencies will work for Qantas: Amnesia Razorfish, for digital media strategy, and Publicis Mojo, which continues as a strategic adviser and on a project basis. Also, R/GA, part of the Interpublic Group of Companies, will handle what are being described as specialist digital projects. Spending was estimated at more than $60 million.
¶Nina B. Link, president and chief executive at MPA — the Association of Magazine Media, New York, which is the trade organization for the magazine industry, said she would step down at the end of the year, when her contract expires, to re-establish her consulting and product development company. Ms. Link has led the organization, formerly known as the Magazine Publishers of America, since September 1999. A search is under way for a successor.
¶Alex Lubar joined McCann Erickson North America, New York, as chief marketing officer, focused on new business. He assumes duties from Barbara Yolles, who had the title of chief growth officer since she joined a year ago; Ms. Yolles is leaving, the agency said, adding that the decision was hers. Mr. Lubar had been senior vice president for new business at Grey New York, part of the Grey division of the Grey Group, which is owned by WPP. McCann Erickson North America is part of the McCann Worldwide unit of the McCann Worldgroup, which is owned by the Interpublic Group of Companies.
¶Craig Mangan joined BBDO San Francisco as executive vice president and executive creative director, assuming duties from Mike McKay, executive creative director, who left last fall to join Eleven, San Francisco, as partner and chief creative officer. Mr. Mangan had been an associate creative director at Goodby, Silverstein & Partners, San Francisco, part of the Omnicom Group. BBDO San Francisco is part of BBDO North America, a division of the BBDO Worldwide unit of Omnicom.
¶Christian Carl joined Euro RSCG New York, part of the Euro RSCG Worldwide unit of Havas Worldwide, as one of four executive creative directors, focused primarily on the Dos Equis account and providing creative support for the agency’s business development efforts. He had been creative director at McGarryBowen, New York, part of the Dentsu Network division of Dentsu, and before that worked for another Havas Worldwide agency, Arnold Worldwide. Havas Worldwide is part of Havas.
¶Gavin Manley joined Laird & Partners, New York, part of MDC Partners, as vice president for business development and marketing, a new post. He had been director for new business and marketing at AR, New York.
¶Mauro Porcini joined PepsiCo, Purchase, N.Y., as chief design officer, a new post, working on worldwide design strategy for brands and products like Pepsi-Cola, Gatorade, Quaker and Tropicana, the last of which was the subject of a notorious redesign in 2009 that was quickly abandoned in the face of widespread customer complaints. Mr. Porcini had been chief design officer at 3M, St. Paul, Minn.
¶Procter & Gamble is borrowing a page from its “Proud sponsor of Moms” Olympic campaign, which declares, “Thank you, Mom,” by introducing a commercial that says, “Here’s to Dad.” The commercial is scheduled to begin on American television on Monday, timed to the coming of Father’s Day on Sunday, and will include elements in social media like Facebook and Twitter. The fathers’ commercial is on behalf of Procter’s Gillette brand and features three of the 26 Olympic athletes who endorse Gillette: Roger Federer, Tyson Gay and Ryan Lochte. The mothers’ campaign, which is to return for the Summer Olympics in London, is an image-building campaign for Procter as a company and appears around the world. The Gillette commercial is created by BBDO New York, part of the BBDO North America unit of BBDO Worldwide, a division of the Omnicom Group. The mothers’ campaign is created by Wieden & Kennedy, Portland, Ore. Procter also feted fathers in a coupon insert that appeared in American Sunday newspapers on June 3, which carried on the cover the words “Honoring Dads” and inside featured a paean to male parents that began: “You’re the best, Dad. You inspired me to follow my dreams.” The focus on fathers is unusual for Procter, which more typically aims ads for its products at women.
¶TNT, part of the Turner Broadcasting System division of Time Warner, signed Lowe’s, the home-improvement retailer, as the presenting sponsor of “Dallas Round-Up,” Web shows that will run on dallastnt.com, after episodes of the new series “Dallas” appear on the TNT cable channel. The first episode of “Dallas,” a revival of the classic CBS series, is to run on TNT from 9 to 11 p.m. on Wednesday and the Web show is to follow at 11 p.m.
¶Royalty revenue for licensed merchandise in North America rose 5 percent last year from 2010, the first gain in five years, according to the 2012 Licensing Industry Report from the International Licensing Industry Merchandisers’ Association, known as Lima. There were increases in categories like character-related merchandise and licensed fashion sales.
¶Skim, Rotterdam, a market research agency, said it would open an office in San Francisco in the summer. Skim also has offices in Geneva, London and New York.