Marketing Week articles from February 2006

Marketing Week archives from February 2006

Key radio industry figures to put RAB funding under the spotlight.(Radio Advertising Bureau)
February 2, 2006... The funding of the Radio Advertising Bureau (RAB) will come under the spotlight at a meeting of key radio industry figures and trade bodies, expected to take place in the next two weeks. The meeting has also prompted a review by GCap...

WH Smith trials standalone stationery and book stores.(Brief Article)
February 2, 2006... WH Smith is testing standalone book and stationery stores in an attempt to "rebuild its authority" in key categories. The retailer has opened WH Smith Stationers at Charing Cross and London Bridge train stations in London. They are part...

Kraft Foods picks UK chief and reorganises portfolio.(Ben Clarke is appointed)(Brief Article)
February 2, 2006... Kraft Foods has appointed Ben Clarke, the head of its Australian operation, as vice-president and area director for the UK and Ireland. He replaces Thibaud de Saint-Quentin, who has been promoted to vice- president of coffee for the EU region....

Ribena 200ml multi-packs dropped after poor sales.(GlaxoSmithKline's production information)(Brief Article)
February 2, 2006... GlaxoSmithKline has decided to drop production of its 200ml multi-pack Ribena, less than two years after its launch. The product has been struggling in the children's lunch-box market against the success of market leader Robinson's Fruit...

Wilkinson to take on rival with 'his' and 'hers' razors.(launches two new four-bladed razors)(Brief Article)
February 2, 2006... Wilkinson Sword is gearing up for its latest assault on Gillette with the launch of two new four-bladed razors. The first, Quattro Titanium, is aimed at the male market and claims to be the first shaving platform to have blades with an...

New Campaign: Fellowes.(identity fraud campaign)(Brief Article)
February 2, 2006... American office products company Fellowes is launching a multi-million pound consumer campaign focusing on the "shredder revolution" following a rise in people's fears of identity fraud, the UK's fastest growing crime. Fellowes has...

SCA Hygiene unveils Baby MD character in #15m push.(new baby product advertised)(Brief Article)
February 2, 2006... SCA Hygiene has unveiled its new brand icon for Velvet toilet paper - the Baby MD. The character - a baby dressed in a business suit who "runs" the Velvet factory - will appear in a #15m campaign for Triple Velvet that breaks next week....

Coke set for further energy drink launch.(Coca-Cola )(Brief Article)
February 2, 2006... Coca-Cola is launching its second energy drink in less than six months with a third likely to launch before the end of the year. The new product, Relentless, will break from the norm with its 500ml size can, which is the same size as a...

Fagan takes DSG media role.(DSG Retail Ltd.)(Brief Article)
February 2, 2006... DSG International, the electrical retailer, has appointed Elizabeth Fagan to the newly-created role of group media director. The announcement ends months of confusion surrounding Fagan's role at the group, which includes the Curry's and PC...

IN BRIEF: General Motors fourth quarter net loss.(Brief Article)
February 2, 2006... General Motors has announced a worse than expected $4.78bn fourth quarter net loss. The deficit took the total loss for 2005 to $8.6bn prompting the company to admit it was "one of the most difficult years" in its history. Copyright:...

IN BRIEF: Loyalty Management rules out flotation.(Brief Article)
February 2, 2006... Loyalty Management UK, the parent company of the Nectar loyalty scheme, has ruled out a flotation following a strategic review. It intends to focus on organic growth such as rolling out the scheme overseas. (MW Jan 19). Copyright:...

IN BRIEF: Chariot UK launching a charity lottery.(Brief Article)
February 2, 2006... Chariot UK, the start-up lottery company led by former Camelot chief executive Tim Holley, is launching a "charity" lottery. It will operate online and will donate 30p of every pound spent by players to selected charities. Copyright:...

IN BRIEF: Which? Report.(top 12 tricks used by advertisers)(Brief Article)
February 2, 2006... Which?, the consumer protection group, has published a report, which claims to have identified the "top 12 tricks" used by advertisers such as text campaigns and games. The report, Childcatchers: the tricks used to push unhealthy food to...

IN BRIEF: April Strategy appointed.(National Lottery Commission )(Brief Article)
February 2, 2006... The National Lottery Commission has appointed consultants April Strategy as marketing advisors after a four-way pitch to help evaluate the marketing plans of bidders during the forthcoming competition for the National Lottery licence. ...

PEOPLE: Cable & Wireless.(Francesco Caio resigned)(Brief Article)
February 2, 2006... Cable & Wireless chief executive Francesco Caio is to leave the struggling telecoms company as part of a major restructure that could lead to more job losses. Copyright: Centaur Communications Ltd. and licensors

PEOPLE: Egg.(appointed Mark Nancarrow)(Brief Article)
February 2, 2006... Egg chief executive Paul Gratton will leave the business when the internet bank delists later this month. He will be succeeded by finance chief Mark Nancarrow. Copyright: Centaur Communications Ltd. and licensors

PEOPLE: Heart.(Chrysalis Radio Group promoted Tina Finch)(Brief Article)
February 2, 2006... Chrysalis Radio has promoted Heart 106.2 head of marketing Tina Finch to Heart brand marketing director. She will oversee marketing for the London, Midlands and digital Heart stations. Copyright: Centaur Communications Ltd. and licensors

PEOPLE: Northern Foods.(appointed Stefan Barden)(Brief Article)
February 2, 2006... Northern Foods has appointed former Heinz UK chief Stefan Barden as executive director of its chilled division. Barden, who took over the role this week, was the managing director of Heinz UK and Ireland until May last year and has already held...

PEOPLE: Universal McCann.(appointed Graham Duff)(Brief Article)
February 2, 2006... ITV Sales former managing director Graham Duff is joining Universal McCann as president for Europe, the Middle East and Africa, following the departure of Chris Shaw in December. Copyright: Centaur Communications Ltd. and licensors

PEOPLE: Asda.(Chris Pilling)(Richard Hodgson)(Brief Article)
February 2, 2006... Asda marketing director Chris Pilling is leaving the retail giant after four years without a job to go to. His responsibilities will be taken on by former brand director Richard Hodgson, whose title will change to brand and marketing...

Ford promotes UK MD to European marketing role.(Ford of Europe Inc.)(Brief Article)
February 2, 2006... Ford of Britain managing director Paul Thomas has been promoted to vice- president of marketing at Ford of Europe. Thomas will be responsible for all of Ford's pan-European consumer advertising and product marketing communications and...

ASA gives go ahead to D&G 'gay kiss' ad.(Advertising Standards Authority)(Dolce & Gabbana S.R.L.)(Brief Article)
February 2, 2006... The Advertising Standards Authority has ruled that an ad for Dolce & Gabbana watches featuring two men kissing were not inappropriate. The ad was shown during the X-Factor on ITV1 prompting 70 objections on the grounds that children would...

T&T launch upsets Britvic over name clash.(T and T Beverages)(Britvic Soft Drinks Ltd.)(Brief Article)
February 2, 2006... T&T Beverages has launched a still flavoured spring water aimed at women called h2eau Plus. In April, rival Britvic is to launch an extension of its Robinsons Fruit Shoot brand called H2O, a fruit-flavoured water for children. ...

L'Oreal tests 'tummy-tuck' gel for males.(Brief Article)
February 2, 2006... L'Oreal is set to extend its Men Expert range of mass-market male grooming products with the launch of a "stomach sculpting" gel. Abdo Tone, which claims to tighten and firm the skin of the abdomen, promoting better stomach definition....

Analysis: Soft-drinks makers' 'wide ranging reforms' still lack fizz.
February 2, 2006... Soft drinks manufacturers do not appear to be taking the current debate on child obesity as seriously as consumers would like. While the commitments made by the beverage industry last week look, at first glance, to be a step in the right...

Sanyo director quits after management clash.(Peter Eldon)(Michael Joyce)(Brief Article)
February 2, 2006... Sanyo sales and marketing director Peter Eldon has resigned from the consumer electronics company after clashing with management over the company's strategic direction. Eldon and Sanyo logistics director Michael Joyce resigned in January...

Unilever in conditioner tie-up with Adams Kids.(Adams Childrenswear Ltd.)(Brief Article)
February 2, 2006... Unilever is rolling out in-store "zones" for its fabric conditioner brand Comfort Pure as part of a tie-up with childrenswear high street retailer Adams Kids. The joint activity is aimed at mothers and highlights the importance of...

Analysis: Will service become the selling point for low-cost airlines?(Ryanair Ltd.)
February 2, 2006... Ryanair took the idea of low-cost flying to a new level when it announced last week that passengers will now have to pay to take bags on flights. The introduction of baggage charges for items over 10kg will, for many passengers, add another...

Interpublic, Sir Frank Lowe close to a deal over #50m Tesco work.(Interpublic Group of Companies Inc)(Red Brick Road)(Brief Article)
February 2, 2006... Interpublic Group and Sir Frank Lowe's new start-up Red Brick Road are thought to be close to a resolution to the fierce tussle over the #50m Tesco advertising business. Industry insiders say the lawsuits against Sir Frank and Paul...

Price comparison site in #5m agency talks.(uSwitch Ltd.)(Brief Article)
February 2, 2006... Independent price comparison and switching service uSwitch.com is understood to be talking to a number of advertising agencies about a #5m ad task as it seeks to increase its advertising and expand its services this year. It is not known...

London gaming group begins #5m hunt for an agency.(London Clubs International PLC)(Brief Article)
February 2, 2006... London Clubs International (LCI) is looking for an agency to handle the advertising for the launch of seven casinos around the UK over the next two years. The business is thought to be worth #5m. The company has already held a pitch,...

IN BRIEF: Campaign for New Zealand Lamb.(First City Advertising)(Brief Article)
February 2, 2006... First City Advertising has created a #1.3m campaign for New Zealand Lamb to raise awareness of the new season of chilled and frozen cuts of meat. The campaign will launch later this week with the strapline 'New Ideas, New Recipes, New Zealand...

IN BRIEF: Campaign for Clairol's.(Grey London)(Brief Article)
February 2, 2006... Grey London has created a new campaign for Clairol's Nice 'n' Easy ColourSeal Gloss. The ad, which breaks next month, features Desperate Housewives star Terri Hatcher. Copyright: Centaur Communications Ltd. and licensors

IN BRIEF: Campaign for cult series 24.(Beattie McGuinness Bungay)(Sky One)(Brief Article)
February 2, 2006... Beattie McGuinness Bungay has launched a campaign for Sky One's cult series 24. It will use digital screens for a countdown clock as part of the promotion for the US drama's fifth series. Copyright: Centaur Communications Ltd. and...

IN BRIEF: Aprais appointed.(Nestle S.A.)(Brief Article)
February 2, 2006... Nestle has appointed agency evaluation service Aprais to measure and manage the performance of its 300-strong global agency roster, which includes JWT, McCann Erickson, Publicis and Lowe. Aprais' online system will also allow agencies to...

IN BRIEF: Ford hires Accenture.(Ford Motor Co.)(Brief Article)
February 2, 2006... Ford Motor Company has hired management consultant Accenture to review its marketing plans for forthcoming launches in the US. The company has just announced sweeping job cuts in its home market. Copyright: Centaur Communications Ltd....

IN BRIEF: Vallance Carruthers Coleman Priest appointed.(Skinny Cow)(Brief Article)
February 2, 2006... Vallance Carruthers Coleman Priest has been appointed to handle the advertising account for the low-fat ice cream brand Skinny Cow. The agency will develop a TV campaign to promote the manufacturer's range of frozen puddings. Copyright:...

Karmarama lands Kickers ad task ahead of relaunch.(Brief Article)
February 2, 2006... Karmarama is understood to have won the multi-million pound advertising business for footwear and clothing company Kickers, ahead of a brand relaunch planned for later this year. The agency fought off competition from Farm, Quiet Storm...

New Campaign: Metropolitan Police.(Safer Neighbourhoods )(Brief Article)
February 2, 2006... The Metropolitan Police has launched a new campaign to highlight the benefits of its Safer Neighbourhoods local policing initiative. The ads were created by Miles Calcraft Briginshaw Duffy. They aim to highlight the difference that local...

PETA adopts crude tactics to attack milk production.(Brief Article)
February 2, 2006... A viral ad featuring scantily clad women with cows udders instead of breasts is being distributed in the UK by animal rights charity People for the Ethical Treatment of Animals (PETA). The viral ad, which was created in the US by Crazy...

Piaggio trawls Europe for agency to launch scooter.(Brief Article)
February 2, 2006... Italian scooter manufacturer Piaggio is holding a pan-European pitch for the multi-million pound launch of a new three-wheel scooter. The company is in talks with 17 agencies across Europe, most of which have worked with Piaggio in the...

Norway sets its sights on tourist boost.(Innovation Norway)(Brief Article)
February 2, 2006... The Norwegian tourist and development body Innovation Norway has embarked on a review of its brand strategy, in an attempt to boost the number of visitors to the Scandinavian country. A spokesman for the organisation in Oslo confirmed that...

If agencies want to increase profits should they look at salaries?(Lowe London)
February 2, 2006... Reports last week that Lowe London is putting "platinum handcuffs" on creative chief Ed Morris to stop him leaving came as the advertising industry's trade bodies called for agencies to almost double the profit margin they charge to clients....

IN BRIEF: Hodder launches self-help books.(Hodder Education)(Brief Article)
February 2, 2006... Hodder Education, the publisher, has launched a series of self-help books called Get A Life! which offer the option of motivational SMS messages. It is hoped that the texts will help readers stay motivated. Copyright: Centaur Communications...

IN BRIEF: Children's shows on Freeview.(Viacom Brand Solutions)(Brief Article)
February 2, 2006... Viacom Brand Solutions is launching two-hour branded children's shows on Freeview through its TMF family music channel. It is the first time a branded show on Freeview has targeted pre-school children. Copyright: Centaur Communications...

IN BRIEF: JCB looking to build sponsorship programme.(Brief Article)
February 2, 2006... JCB, the construction equipment company, is looking to build its first major sponsorship programme, hoping to become a local partner for the London 2012 Olympic Games. JCB is expected to seek a contra deal, giving it sponsor status for...

IN BRIEF: GCap Media close to finalising shortlist.(Brief Article)
February 2, 2006... GCap Media is said to be close to finalising a shortlist for the sale of its nine local stations, including Coast FM in south Wales. UTV Radio and The Local Radio Company are thought to have been included on the list of buyers. Copyright:...

IN BRIEF: Black and Decker reviewing account.(Universal McCann)(Brief Article)
February 2, 2006... Black & Decker, the tool manufacturer, is understood to be reviewing its #25m pan-European media planning and buying account. Universal McCann is the incumbent. Copyright: Centaur Communications Ltd. and licensors

Daily Star turns away ads from Nuts and Zoo titles.(Brief Article)
February 2, 2006... The Daily Star is understood to be turning away advertising by men's weekly magazine titles such as EMAP's Zoo and IPC Media's Nuts because they are seen as direct competition. Agency Beattie McGuiness Bungay recently resigned its #3m Zoo...

Pringle reviews #2m media buying.(Pringle of Scotland)(Brief Article)
February 2, 2006... Fashion brand Pringle of Scotland has put its media planning and buying up for review. The business is held by Starcom, who won the #2m business from Red Media in 2004 (MW April 8, 2004). It is understood the Scottish knitwear house is...

VBS brokers airtime deal for Ella's Kitchen.(Viacom Brand Solutions)(Brief Article)
February 2, 2006... TV sales house Viacom Brand Solutions (VBS) has brokered a pioneering deal that gives a small family-run soft drinks brand on-air advertising and a distribution deal with Sainsbury's. Advertising for Ella's Kitchen Smoothie Fruits, an...

Fifa vows to stop unofficial World Cup sponsorship.(International Federation of Association Football)(Brief Article)
February 2, 2006... Brand owners are being warned that they may have to pull marketing campaigns planned for launch ahead of this summer's football World Cup, following a raft of trademark legislation by Fifa. Football's global governing body has vowed to...

Xfm hands Mediacom North Manchester launch account.(Brief Article)
February 2, 2006... Xfm, the GCap-owned alternative radio station, has appointed Mediacom North to handle the #1m planning and buying account for its new Manchester station. The agency, which already works with GCap's Century stations, was handed the...

Analysis: Brands reap benefits in events off the beaten track.
February 2, 2006... There is a growing feeling in the sponsorship industry that more brands will shun expensive headline deals in favour of creating their own events (MW last week). An increasing number of companies have turned to event creation in recent years...

News Magazines picks former Murdoch marketer for launches.(Scott Williams appointed)(Brief Article)
February 2, 2006... News Magazines chief executive Camilla Rhodes has appointed Scott Williams as marketing chief. An Australian marketer, Williams worked on Rupert Murdoch-owned titles in Australia. Williams came to the UK recently without a job and worked...

Smarter Communications wins #4m Travelocity task.(Travelocity.com Inc.)(Brief Article)
February 2, 2006... Online travel firm Travelocity.co.uk has shifted the media planning and buying business for its UK operation into Smarter Communications. The account, believed to be worth #4m, was previously handled by Klondike. Smarter...

Sports sponsorship 'needs local heroes'.(Brief Article)
February 2, 2006... Marketers should consider sponsoring local sporting heroes, instead of always thinking in terms of national signings, according to a leading sports marketer. Clifford Bloxham, vice-president of athletes and personalities at Octagon, says...

Audi launch to catch web users with integrated drive.(Goodtechnology)(Brief Article)
February 2, 2006... Audi is to launch an integrated digital campaign involving a video podcast to back up the BBH-created television ads for its new RS4 model, which casts the RS4 as a spider, devouring other cars. The digital work, developed by agency...

Ex-Shell boss heads university forum.(Michael Kesztenbaum)(Brief Article)
February 2, 2006... A former global head of brand management for oil giant Shell is behind the launch and marketing of a new website aimed at helping 15 to 19- year-olds decide on further education choices. Michael Kesztenbaum, who was also director of...

Marketers fail to convert online browsers.(survey )(Brief Article)
February 2, 2006... Marketers of financial products and travel services are losing business because they are not integrating the internet with other communications methods, new research suggests. A study conducted for digital media company Equi=Media reveals...

IN BRIEF: In2Movies launch.(Warner Brothers to sell product over Arvato file-sharing network)(Brief Article)
February 2, 2006... Warner Brothers is to start selling films and TV shows in Germany, Austria and Switzerland using a legal peer-to-peer, computer file- sharing network, developed by German technology firm Arvato, a subsidiary of Bertelsmann. Called In2Movies,...

IN BRIEF: Agent Provocateur launches microsite.(Brief Article)
February 2, 2006... Agent Provocateur has launched a microsite designed by RealNetworks and a viral teaser campaign to promote 'Tied up at the Office'. The eight- minute video was created by Mike Figgis, director of Internal Affairs and Leaving Las Vegas. A clip...

IN BRIEF: DSG reported to be considering bid for Dabs.com.(Brief Article)
February 2, 2006... DSG, owner of Dixons, Currys and PC World, is reported to be considering a bid of #90m for online electronics retailer Dabs.com. Dabs.com sells around 15,000 hi-tech products and claims 1.4 million registered users. Copyright: Centaur...

IN BRIEF: ISPs order.(Brief Article)
February 2, 2006... The UK High Court has ordered a number of internet services providers, including BT, Telewest, Tiscali and ntl, to provide personal details of 150 alleged software pirates. The ruling follows a case brought by the Federation Against...

LETTER: Magazine ads are more effective than TV spots.(Letter to the Editor)
February 2, 2006... Torin Douglas quotes MindShare Worldwide's Dominic Proctor ("Why TV advertising is set to lead the new media revolution", MW last week). "In our relationship with the consumer," says Proctor, "we're moving away from the age of interruption...

LETTER: Coaching will lead to greater accountability.(Letter to the Editor)
February 2, 2006... I read with interest Gary Eastwood's article "Naturally trained leaders" (MW January 19). I believe coaching represents the future cornerstone of management and leadership, in a world where people are giving up on traditional methods and...

LETTER: Failure to follow up is a waste of DM money.(Letter to the Editor)
February 2, 2006... I am dismayed to find that too many companies are continuing to throw money away on direct marketing, by failing to follow up the enquiries generated by their campaigns. For the second year running, our survey into fulfilment response...

LETTER: Is Tesco's new VoIP service just hype?(Letter to the Editor)
February 2, 2006... Tesco's bid to join the voice over internet protocol (VoIP) race seems to be a mad dash to get into the IP telephony market while the going is good, and other telecom services it provides are not doing so well. However, the current crop...

LETTER: Web application tools essential for success.(Letter to the Editor)
February 2, 2006... Media companies are increasingly relying on internet-based services to deliver information and news as it happens. Speed of delivery and accuracy are key differentiators in this highly competitive sector, yet companies are still enduring poor...

VIEWPOINT: Platinum handcuffs muddy salary issue.
February 2, 2006... Just as the Institute of Practitioners in Advertising (IPA) was congratulating itself on a thoroughly professional appraisal of agency remuneration - in conjunction with other august industry bodies such as the ISBA MCCA and PRCA - along comes...

BRAND IMAGE: Net value judgements.
February 2, 2006... Reaction to Google's move into China highlights the challenges faced by global brands when entering new markets - particularly how to manage their image, an issue that rival Microsoft is all too conscious of. Perhaps it's time Google...

YOUTH CASH CARDS: Teenage plastic kicks.
February 2, 2006... Teenagers are being targeted with a series of pre-paid cash cards. While some fear it will encourage youngsters to get into debt, others believe they are safer and easier to use than carrying cash and are bringing pocket money into the 21st...

US motor manufacturers face fierce international competition.
February 2, 2006... American consumer tastes are changing - with many shying away from the gas guzzlers, the big three appear positioned at the wrong end of the market Like baseball, Hollywood and hot dogs, the US auto industry has long been entrenched in...

KING OF SHAVES: Saving one's own skin.(launches skin care products and also markets them)
February 2, 2006... With more men taking an active interest in their appearance and skincare, KoS is launching a line which protects the skin's surface. By Barny Stokes King of Shave's (KoS) decision to promote its new shaving line as the ideal partner for...

KING OF SHAVES: History.(company profile)(Brief Article)(Company Profile)
February 2, 2006... Former ad salesman Will King first hit upon the idea for marketing oil as a pre-shave product as a solution to his sensitive skin. Shaving irritated his skin, so his wife Ann persuaded him put some bath oil on his face before shaving. The...

INSIGHT - BRICs: Emerging onto the world stage.(Brazil, Russia, India, China)
February 2, 2006... Set to add almost 2 billion new consumers to the global economy within a few years, the markets known as BRICs represent huge business opportunities to those who get their communications right Last week's World Economic Forum at Davos,...

INSIGHT - BRICs: Blank canvas for Western marketers, says Tom Doctoroff.(Brazil, Russia, India, China, South Africa)
February 2, 2006... The opportunity presented by the emergence of China on the global economic map is phenomenal. It could dwarf the US, with over 100 million middle class consumers - a figure set to double by 2010. China is also a blank canvas for Western...

NEWSPAPERS: Content is 'must-have' in a multi-format newspaper future.
February 2, 2006... Pundits have long been predicting the demise of newspapers, but their long-term survival could lie in that classic marketing concept - brand extension, says Chris Ingram It would be easy to suppose newspapers are on their last legs. The...

MOBILE MARKETING: Content with fun on the go.(mobile users survey in Briton)
February 2, 2006... The younger generation are keen to use their mobiles for take-anywhere entertainment but are so intimate with their phones that brand owners must tread carefully with content. By Martin Croft The rise of the mobile phone has been...

MARKET RESEARCH: Dispel the Cinderella myth.
February 2, 2006... For researchers to enter the decision-making inner circle, they must upgrade their business skills and shed their 'poor relative' image of mere project-based, research debriefers. By Alicia Clegg Every project has a moment of truth. In...

Coming soon to save the world - after a belly rub with Roddick.
February 2, 2006... Dame Anita Roddick's unorthodox way of handling complaints is not overly appealing in the wake of her change of heart over giving away her millions It is with deep regret that I announce the suspension of my plan to save Planet Earth. This...

#450m threat to McCann after Microsoft puts media on notice.(Universal McCann)(Microsoft Corp)(Brief Article)
February 9, 2006... Microsoft is understood to have put its global media planning and buying agency Universal McCann on notice. The move is likely to threaten the software company's relationship with Interpublic Group's McCann WorldGroup, which handles the...

Coca-Cola prepares Defense remedy for flu and colds.(Coca-Cola Co. (Atlanta, Georgia))(Brief Article)
February 9, 2006... Coca-Cola is plotting the launch of a new health drink which will claim to boost the drinker's immune system and prevent cold and flus. Called Defense, and described as the "hi-tech beverage", the soft drink will be packed with vitamins...

Unilever readies first major food brand launch in years.(Unilever Group)(Brief Article)
February 9, 2006... Unilever is planning to launch a completely new food brand aimed at boosting its range of healthier eating products. It is due to be launched in the second half of this year. The company is currently using the name Adex for the range, but...