Frohlinger's Marketing Report articles from May 1997

Frohlinger's Marketing Report archives from May 1997

CPC ENTERS NEW ERA
May 12, 1997... CPC Executive Vice President Bob Gillespie keeps sustained commitment to core global businesses of Knorr, dressings and foodservice. Strategic initiatives driven by globalization of consumer brands and moves complemented as company at turning...

FUTURE OF WB NETWORK UNDER SCRUTINY
May 12, 1997... Discussions over the long-term future of the WB Network have escalated inside Time-Warner, report top management sources. The issue has divided primarily along Warner versus Turner types. "The key issue is really how long the network can keep...

FILA GOES FOR SLAM-DUNK
May 12, 1997... Despite being heavily outspent in traditional media by 9-1, Fila USA is a remarkable combination of strong marketing and outstanding advertising efforts. Fila, adapting to changes in the marketplace, is putting strong emphasis on building up its...

PREVENTION ROLLS INNOVATIVE PROGRAM
May 12, 1997... Prevention has assembled a strong marketing program with the late 1997 launch of Prevention HealthCare Line, a program that dispenses information to consumers via an 800 toll-free number. Program smart response to managed health care issues. With...

FOOTE, CONE & BELDING STRETCHES OUT
May 12, 1997... Foote, Cone & Belding CEO Brendan Ryan optimistic on agency's future growth plans based on a simple premise-advertising works. "Important and compelling - that has been lost a lot to a lot of people. Advertising has to be important and...

JOCKEY INTO LAST LEG
May 12, 1997... Jockey in final stages of ad review (FMR first reported company in review process). "We're now in the final four of the ad agency review process," said Vice President, Advertising Dave Drescher. "We are going to give the agencies a chance to do...

AT&T vs. IBM - ALL IN THE TAPE
May 12, 1997... With recent defections of top management from AT&T Wireless brass, it is interesting to note the heavy-handed approach at AT&T versus competition and the relation to its stock price. Both companies needed a change at the top but IBM landed a pro...

STILL COUNTING
May 12, 1997... Census 2000, one of the biggest account pitches of the year, is gathering a lot of attention (partially because it does not compete with any other ad account). The Census 2000 pitch, worth $100 million, will be awarded in November. Ad agencies...

BORDEN CUTS BACK
May 12, 1997... Borden, continuing its downward spiral, has placed Cracker Jack on the auction block. The candy-coated popcorn with peanuts (brand originated in 1883) has long enjoyed strong sales as a snack with the little toy prize and has held a top spot in...

SMALL IS GOOD
May 12, 1997... Vice President, Marketing Kevin Stevenson content with greater role in entrepreneurial setting with New Orleans based Community Coffee Company (CCC) following recent exit from Fruit of the Loom. "I had to make a decision between Coke or this...

REEBOK - TIME FOR LOWE BALL
May 12, 1997... With decision by Leo Burnett agency to sever ties with Reebok, the churn rate continues at both the agency and the client. (FMR reported exclusively 4/28/97 that account very shaky at Burnett). Look for a single ad agency pick by Reebok CEO Paul...

SAATCHI GOES OUTSIDE AGAIN
May 12, 1997... Decision to pick Kevin Roberts at Saatchi & Saatchi Worldwide as replacement for CEO Ed Wax, 60, in the works for a long time. "This was serendipity," said Wax. "I have known him for a long time and spoke back in November. We were sensitive to...

Ad Libs:
May 12, 1997... Linda Smith named Senior Vice President at RBT/Strum, Publicis Bloom on a roll. Shop in finals for Pearle and Dairy Queen, Peter Arnell agency being sued for sexual harassment (shop handles Donna Karan, Samsung, Hanes). Ruth Ayers rejoins forces...

HEINZ'S O'REILLY DRIVES HARD FOR GROWTH VIA NEW STRATEGIES
May 26, 1997... Boosted by a new business plan to strengthen the company's six core businesses, the H.J. Heinz Company has embarked on an aggressive plan to further develop its main brands. Media spending will increase 30% over the next two years as Heinz...

PEPSI LOOKS FOR NEXT BUSINESS SURGE
May 26, 1997... PepsiCo, faced with the largest corporate decisions in the last thirty years, has embraced a major acquisition plan and will undergo major management changes shortly. With PepsiCo CEO Roger Enrico firmly in charge, the company has placed...

TV GUIDE - RUPERT MURDOCH'S BLACK HOLE IN THE SKY
May 26, 1997... As News Corp. CEO Rupert Murdoch continues a dazzling spray of acquisitions in the U.S. and abroad, the company's flagship magazine property continues to spin backwards and out of control. Morale problems and lack of talented top management input...

PAN AM FLIES IN FACE OF AMERICAN AIRLINES
May 26, 1997... Pan Am CEO Marty Shugrue redefines domestic marketplace with acquisition of Carnival Airlines routes. Route structure allows Pan Am to enter new turf in the Caribbean-heretofore a region dominated by American Airlines (70% share in area). "We're...

BMG TURNS DEAF EAR INSIDE OUT
May 26, 1997... BMG Entertainment North America has outlined several new programs programmed to change business over the next few years. Vice President, Marketing Kevin Conroy feels programs support planned changes and bode well long-term for changes in consumer...

DELTA FLOPS
May 26, 1997... Delta's new advertising flawed. Ads have a terrific sound track and produced with great lan but the premise of a single customer with attentive service is so dramatically against reality of flying on Delta that it borders on the absurd. There is...

RINEY SHOP ON BLOCK AGAIN?
May 26, 1997... Hal Riney & Partners, the San Francisco based ad agency which has become the model for many creative agencies, is believed to be quietly shopping itself, according to top-level industry sources. Riney agency with billings around $500 million....

FISHER PRICE IN PLAY
May 26, 1997... Mattel's Fisher-Price division is looking hard at its advertising agency lineup. Ogilvy & Mather, Foote, Cone & Belding and Young & Rubicam are Mattel's key agencies. Young & Rubicam joined Mattel's roster after the purchase of Waring & LaRosa....

ABSOLUT POURS IT ON
May 26, 1997... Absolut Vodka continues to strengthen its lead as the leading imported vodka entry. Strong marketing efforts by Seagram Americas/Sweden show Absolut up over 8% to 3,350 last year. Second place Stolichnaya up almost 12% to 1,050 cases (thousands...

IBM STRIKES DEEP BLUE
May 26, 1997... IBM has struck a home run with the computer versus the chess master scenario. The company's publicity and development of Deep Blue as a new sub-brand has significant implications for marketing development. IBM can develop Deep Blue into a...

Ad Libs:
May 26, 1997... Look for a new global corporate campaign from Siemens shortly to break in 20 global markets from Lord Group thinktank. Ads to run primarily in Latin America and Asia&Poppe Tyson loses major assignment from Chase for direct and Internet. Business...