Frohlinger's Marketing Report articles from September 1998

Frohlinger's Marketing Report archives from September 1998

REEBOK LACES UP PERFORMANCE FOR NEW START.
September 22, 1998... Reebok International will develop a more focused performance image through its advertising in the near future indicates Brand President & CEO Carl Yankowski. "We have a tremendous brand name with lots of equity that is under-leveraged. The...

SEARS TWISTS NEW THEMES INTO MARKETING MIX.
September 22, 1998... Sears has fine-tuned its advertising component to accelerate its merchandise and apparel item appeal. Sears' Vice President of Marketing John Costello said the effort is part of an effort to emphasize the Sears brand to women. "Throughout...

CELESTIAL ROLLS NEW PRODUCTS.
September 22, 1998... Celestial Seasonings President Steve Hughes continues to recast tea company into beverage/nutritional firm. "Natural medicines, natural supplements are seen as a proactive way to take care of yourself. It's compelling to baby boomers who have...

LEVI's-TOO CLOSE FOR COMFORT.
September 22, 1998... Levi's continues to slide further into a state of disarray. CEO Bob Haas has lost the touch. A whole cadre of solid management talent was dissolved before and new cast in trouble. Gord Shank, the executive responsible for upsetting the...

QUAKER REVAMPS SALES FORCE.
September 22, 1998... The integration of Gatorade's sales forces with the food sales unit of Quaker Oats is causing natural ripples, report sources. Vice President, Sales Terry Mohr won a power battle with V-P, Sales Dave Williams and turf is being carved away...

TRADE WINDS AT DELTA'S BACK?
September 22, 1998... There is growing attention focused on the Delta account at Saatchi & Saatchi. The $100 million global account is gathering lots of attention, partially as a result of management changes. "There is a lot of smoke over there. Lots of new...

ANYONE KEEPING SCORE?
September 22, 1998... With recent deal to purchase the New York Yankees, Cablevision has locked up the Northeastern corridor for sports programming and has also solidified its cable presence. The Yankees deal has also defined how strong a company Cablevision has...

STARWOOD MARKETING JIGGLE.
September 22, 1998... Starwood is looking for a chief marketing officer to reposition the company. "It's a major spot to recast the entire company," said an exec familiar with the search process. Starwood Hotels and Resorts Worldwide and Starwood Hotels and...

PEPSI ADJUSTS TO NEW DEFINITION.
September 22, 1998... This could be another watershed year for the wrong reasons at PepsiCo. As long as the company's stock price is down markedly (off over 30% in the past month), the company presents an opportune acquisition target. Purchase of Tropicana was a...

THE SPORTING LIFE.
September 22, 1998... Women's Sports & Fitness Publisher Suzanne Grimes feels magazine has hit its stride after first year of publishing. The Conde Nast property will increase its circulation from 350,000 to 475,000 effective January 1999. "When you start...

NEW PATH FOR TIME WARNER.
September 22, 1998... Look for Time Warner to nail down a major portal Internet strategy shortly. The company has been looking at possible deals for the last year in an attempt to shore up its Pathfinder service. Deal likely with a Top Ten portal site but an...

STINGY P&G?
September 22, 1998... Elevation of Durk Jager to CEO of Procter & Gamble in January will present an issue many Procter ad agencies have never dealt with before-profits. "It is going to be harder to make money. The agencies are having a harder time on how to...

DIRECT DOESN'T COMPUTE.
September 22, 1998... The recent switch of the Dell account from J. Walter Thompson to BBDO places the Omnicom back in the computer wars. Shift of account based on previous relationship between Dell VP-Corporate Branding Scott Helbing and BBDO overplayed (10-year...

STRONGER FIT.
September 22, 1998... Fitness Magazine is joining the elite million club in January, 1990. Publisher Diane Bullmer said the milestone indicates the Gruner & Jahr magazine is on the right track. "We're positioned as the market leader and we've been rewarded," she...

Ad Libs:.
September 22, 1998... Sources report lots of top positions are open at Conde Nast's The New Yorker as a new management team settles in&WB Television Network has promoted Jed Petrick to Executive Vice-President, Advertising Sales& Sega is looking for a Managing...