Initiative Kao Brands, marketer of numerous brands, including Jergens, consolidated its $150 million media account at Initiative. The agency already handled media buying and now adds media planning chores.
Grey E*TRADE selected Grey New York to handle creative chores on its $180 million account. The agency mutually parted ways with BBDO New York following a conflict of interest with BBDO's Bank of America assignment. Agency.com remains E*TRADE's online agency, while Spark Communications (formerly Starlink IP) will continue to handle TV and online media buying duties.
In Review Wyndham Worldwide Corp. placed creative duties on three of its hotels in review: Howard Johnson, Travelodge and Super 8. Eastwest Marketing Group handles the Howard Johnson and Travelodge accounts. The combined advertising accounts are valued at $28 million.
Thomas Taber & Drazen Clarity Media Group selected Thomas Taber & Drazen as its advertising/marketing agency of record. The account includes strategic, creative and media planning responsibilities for The San Francisco Examiner, Washington Examiner, Baltimore Examiner and examiner.com. Maiden Lane in San Francisco, which closed in July, previously handled the work. Billings were not released.
IMAGES USA IMAGES USA was awarded a five-year contract extension by Amtrak to provide a variety of marketing services with the goal of increasing ridership in both the multicultural and general marketplace. The agency will provide creative services, media placement, promotions, special events and public relations for the railroad's long distance service, regional trains in the East, and its premium Acela Express service. IMAGES will create new print, radio and online campaigns for the railroad company, which targets African Americans and Hispanics nationally, and now the General Market for Amtrak East.
Donat/Wald Donat/Wald was named agency of record for LegalZoom.com, an online provider of legal document services. The agency will manage strategic planning and creative development of advertising across all offline and online channels, beginning with a national cable television campaign in early 2008.
Berlin Cameron United Comcast awarded creative duties on its business services account, estimated between $10 and $20 million, to Berlin Cameron United. The agency bested Euro RSCG for the win. The Richards Group previously handled the account.
Hunt Adkins Bard's Tale Beer Co., brewer of Dragon's Gold gluten-free beer, has named Hunt Adkins as its first advertising agency of record. First work will break in March 2008. Spending was not released.