Frohlinger's Marketing Report articles from September 1997

Frohlinger's Marketing Report archives from September 1997

SEARS ADVANCES TARGETED MARKETING
September 8, 1997... Sears' Senior Vice President of Marketing John Costello brushes up new series of targeted initiatives to bolster brand building activities and works on strong holiday efforts. "We will continue to implement the marketing strategies implemented...

DISNEY RESHUFFLES CONSUMER MAGAZINE DIVISION
September 8, 1997... A major league search is out by Disney for a President of Consumer Operations. The position would be in charge of a revved-up Disney magazine unit. Disney's magazine unit includes ESPN, Family PC, Discover and Disney Adventures. "They are looking...

INSIDE TV GUIDE
September 8, 1997... Strange doings under the watchful eye of TV Guide honcho Paul Carlucci. In an effort to broaden his control over the magazine, Carlucci has installed Jennifer Jehn into a formidable new role as a Senior Vice President in charge of circulation...

VOICE OF AMERICA SPEAKS UP
September 8, 1997... A task force has been formed to look into the commercial applications for the government-owned Voice of America. The group is likely to look into finding private funding (a la PBS in the United States). What is interesting is that there are 3 big...

JOCKEY DRAGS IT OUT SOME MORE
September 8, 1997... Jockey International hopes to make a decision within the next two weeks on a new ad agency selection. Wells BDDP, M&C Saatchi and Partners & Shevack all strong contenders for business along with Martin/Williams. "We are going to have final...

PEPSI - STAY AT HOME?
September 8, 1997... After a strong performance domestically this summer, Pepsi sources indicate that top management in Somers is backing off a little on aggressive expansion. "The place that needs the most work is international which is in very bad shape. What could...

BETTER HOME GETS BETTER
September 8, 1997... Capping off several strong years of business performance, Better Homes & Gardens Executive Vice President Jerry Kaplan feels strongly about the 1997 performance. "The magazine is truly healthy and we expect the numbers overall to be up around 5%...

READER'S DIGEST EYES NEW DIRECTION
September 8, 1997... With search out for new CEO to run Reader's Digest, problems of over expectations and a lagging stock price are the two reasons why Jim Schadt was pushed out at RD. Speculation on replacement has focused on top industry heavyweights a la Meredith...

HOME DEPOT LOOKS FOR MORE BENCH
September 8, 1997... Several top-level searches are out at Home Depot including a top-level search. In the wake of the retirement of founder Bernie Marcus, Home Depot is prepared to recruit a senior executive just below the president's level for bench strength....

HEINZ MOVES, CAMPBELL BLOCKS
September 8, 1997... In the continuing ad review process at Heinz, DDB Needham continues to walk away with more winners. The agency's San Francisco office just added an assignment from the Ore Ida division. What is surprising is how Young & Rubicam was blocked from...

UNION PACIFIC DRAGOUT BATTLE
September 8, 1997... Union Pacific Resources Group Inc. is declaring victory in its $6.4-billion, hostile takeover attempt of Pennzoil Co., but the well-known automotive oil company says the fight isn't over yet. However, Pennzoil hasn't always been totally...

LABATT REJIGGERS
September 8, 1997... With the addition of two major imprints to its lineup, Labatt USA is expected to look outside its ad agency roster for strategic marketing and creative help report sources. Labatt picks up the domestic marketing rights to Carlsberg in November....

FALLON EYES UK
September 8, 1997... Look for successful Midwestern ad agency Fallon McElligott to expand with a United Kingdom move in next six months. Move partially based on several key wins from global clients (UAL) and desire to keep Fallon momentum going. "The agency is in...

STRANGE DOINGS
September 8, 1997... Lots of rumors are floating around the Cond Nast building in the wake of the departure of yet another executive from the 14th Floor. Word has it that former Executive Vice President Michael Clinton is expected to make a decision within six weeks...

ELLE SLIPS AND SLIPS
September 8, 1997... Elle Magazine continues to slip and slide. The Hachette property reportedly had a very poor performance in September and resorted to slippery tactics to fill the magazine's pages. "There were lots of rumblings in the market about how they gave...

FOOD RETAIL CONSOLIDATION
September 8, 1997... The global consolidation in food retailing is speeding up. Latest move in France in takeover effort by Promodoes and Casino. Carrefour Chairman Daniel Bernard said the moves make sense. "It makes sense in the context,'' Bernard said of the...

FRUITY LOOM?
September 8, 1997... Fruit of the Loom CEO Bill Farley continues to slice away at the apparel company in a move to revive the company. (Fruit of the Loom's stockprice is down almost half of what it was four years ago). Recently, Farley lowered the boom on the...

TIME TRACK
September 8, 1997... Normality has returned after a period of desperation at Time Magazine, report industry sources. For an period, the name of the game at Time was to get ad pages and do whatever it takes. "It has changed and they are managing their business better....

LEE CLOW's DREAM TEAM
September 8, 1997... TBWA Chiat/Day's Lee Clow is putting together a crackerjack group of global advertising executives to work on the Apple worldwide account. Apple spends an estimated $45 million outside the U.S. in advertising that Clow is gunning for. Clow has...

STEPPING UP TO THE PLATE
September 8, 1997... Look for Coca-Cola to make major effort to satisfy Chief Marketing Officer Sergio Zyman when executive stable changes in next 12 months. Changing of guard expected when longtime Coke CEO Robert Goizueta retires and Doug Ivester gets top slot....

LOVE TRIANGLE
September 8, 1997... The three-way intertwined relationship between LVMH's Bernard Arnault and his greenmail attempt in the Guinness Grand Met merger is having repercussions. In the United States, new relationships are being expanded to get into bed with the new...

PRINCESS DI REPERCUSSIONS
September 8, 1997... The death of Princess Diana is likely to become a watershed event for marketers. Everyone in my generation remembers the impact of John F. Kennedy's death. The fact that the condolence page for Princess Diana registered 1.8 million Internet hits...

Ad Libs:
September 8, 1997... Word expected on new Quaker Oats CEO this week as board meeting this week& Frank Porter new Newsweek International's General Manager and Circulation Director for Asia. &Industry veteran Dan Callahan promoted to top spot at National Rental...

REEBOK'S $100 MILLION GLOBAL AD REVIEW SHIFTS INTO GEAR
September 22, 1997... Selection of John Wardley as Reebok's Worldwide Advertising Director opens up floodgates on ad agency selections for $100 million+ global ad account. Wardley shifts from top Coca-Cola advertising position in Atlanta. "I haven't started yet so...

LABATT's GOES FOR TOP SHELF
September 22, 1997... Labatt USA President Thane Pressman aims to secure slot as preeminent domestic specialty beer company. Mission on way with slate of Mexican and European brands including newly acquired Carlsberg. "We expect to double our share of the market...

PENNEY SHOPS CAREFULLY
September 22, 1997... President of Brand Development Ray Pierce works to strengthen Penney's marketing and portfolio efforts. "We've evaluated all parts of our businesses to see how they can be more effective. On our private brands we have in place a brand...

NESTLE SCRUTINIZES U.S. BEVERAGES
September 22, 1997... The United States beverage division of Nestle is under a great deal of corporate scrutiny by Nestle's top management in Switzerland. "Without question, beverages are under the microscope of Nestle's top brass. That includes Nescafe and the...

GATEWAY SURFACES&
September 22, 1997... There is a chink or two developing in the new relationship between Gateway Computers and its global ad agency, D'Arcy Masius Benton & Bowles, report sources. "It's really premature but there are some problems there. They are just working things...

STARBUCKS POT BOILING
September 22, 1997... Starbucks has aggressively added senior management and marketing talent as the company expands into the grocery aisles. Several new recruits added. Senior Vice President Grocery Jim Ailing recruited from top beverage position at Nestle (top...

HEARST SHUFFLES RANKS
September 22, 1997... The popular but illogical thinking last week was that former Cond Nast Vice President Mike Clinton would join Hearst Corp. Post expected to include strategic planning and oversight of Esquire Magazine. Clinton also mentioned as candidate for top...

BORDERS TURNS THE PAGE
September 22, 1997... Chairman Robert DiRomualdo focuses on expansion and brand-building efforts (units include Borders and Waldenbooks). "Virtually all of our future unit growth will be generated from Borders. We expect to add 40 new stores," said DiRomualdo (over...

JOHNSON & JOHNSON'S FOOD SWITCH
September 22, 1997... Johnson & Johnson, involved in a domestic joint venture with the Finnish drug company Raisio, is further blurring the lines of drug food marketing with the 1998 introduction of Benecol. Nutraceutical reduces level of cholesterol; marketed in...

INSIDE CAMPBELL's
September 22, 1997... Campbell's management is looking to avoid the same mistakes it made last year in soup while aggressively pushing its soup business worldwide. "Worldwide soup advertising was up 30% this year and it will be up in a similar fashion next year," said...

EA SEES THE LIGHT
September 22, 1997... Addition of John Riccitiello as new President of Electronic Arts bodes well for software company. John well-regarded marketer with prior stints with Grand Met, PepsiCo, Sara Lee. "I'm excited about the opportunity and look forward to growing EA's...

NIPPING AWAY
September 22, 1997... Talk has kicked up over the possible sale of Dalgety's Felix and related brands in Europe. The petfood brands were divested by Quaker Oats two years ago. Look for the Heinz Company and Ralston Purina to aggressively pursue a possible deal.

RALLY's DROPS IT AGAIN
September 22, 1997... Rally's, the regional hamburger company, is looking for a new advertising agency to handle its $20 million ad account. Rally's under new ownership under entrepreneur Burt Sugerman. "He has had a checkered past and the company is in trouble. They...

EYEBALL TO EYEBALL
September 22, 1997... Ad agencies may want to give a call over to Austin, Texas based VTEL. The company has been on the leading edge of video conferencing. Strategy to date has been around "Smart Videoconferencing" as an essential business tool. VTEL is looking for a...

HERSHEY's SWEET TOOTH
September 22, 1997... Hershey will continue its new products momentum with November launch of Hershey's Classic Caramels. Item to be sold in soft and cream-filled variety. Hershey has moved to fill a void in the caramel market (Kraft does not own caramel line...

MECHANICS GOES POP
September 22, 1997... New Popular Mechanics Publisher Jay McGill looks at redefinition of Hearst property. "There are a number of high-end consumer electronics companies who are looking beyond their vertical magazine base. With the growth of HDTV and video disk...

PITNEY BOWES STAMPS OUT
September 22, 1997... Pitney Bowes is looking for a new advertising agency to handle its estimated $10-15 million ad account handled by Deutsch. "They are looking for new ideas. It's the usual dance," said an ad agency executive.

MTV TUNES IN
September 22, 1997... MTV, Viacom's youth music channel, is in a full gear review of its advertising agencies. MTV spends an estimated $7-8 million on advertising. "They want to put it all together. Problem is they are a tough but interesting client. The issue is that...

Ad Libs:
September 22, 1997... Nobody seems to know who Ct.-based Jack Cowell is but sources report he has a major Rx OTC ad account in his bag. "It sounds very legitimate. It could be in the $15-20MM range," said a top-level ad agency executive&Amex in review&Sources report...