Church & Dwight Co., Inc., maker of Arrid Extra Dry antiperspirant deodorant has tapped New York Yankees pitcher Mariano Rivera for a new advertising campaign. Rivera appears in a new TV spot airing Sept. 21. The ad showcases the five-time World Champion relief pitcher on the field illustrating grace under pressure.   The company says the ad will air more than 650 times throughout over the next three months initially on the Yes Network during broadcast of the Yankees game.  The ad will also run on ESPN, TBS, Bravo, TNT, Cartoon Network's "Adult Swim", Spike, FX, Nick at Nite, …

Texas Cadillac dealers are launching Team Escalade Texas, a multimarket, multimedia campaign in Dallas-Fort Worth, Houston, Austin and San Antonio supporting six charities backed by 19 celebrities. Six celebrity teams, with their chosen charities, will begin their September 22 to October 30 challenge to garner the most public support for their causes. Texas Cadillac dealers will produce public service announcement videos for each of the six charities and provide them with paid media support to publicize and promote the PSAs at various Texas locations. During the month, people will vote, click and share their favorite charity's video. The …

Wall Street firm Deutsche Bank said it was raising its profit and organic growth estimates for ad holding company MDC Partners, in the wake of recent wins (BMW, Under Armour and Activision) and two acquisitions (health care agency Concentric and Laird + Partners). Deutsche Bank predicted that MDC would show organic growth rates three fold better than its peer group for both 2011 and 2012. "MDC is our top agency pick, particularly in an environment where U.S. ad market strength will be harder to come by in 2012," DB said in an investor note. No change in the recommendation, which …

GroupM's MediaCom unit has named Ian Rotherham global account director servicing the media shop's key global clients. He joins from Omnicom's OMD, where he ran the global Vodafone account.

Google confirmed Monday the launch of Google Wallet. The search media giant explained in a blog post the ability to pay with a Citi MasterCard credit card and the Google Prepaid Card, which consumers can fund with any existing plastic credit cards. "As a thanks to early adopters, we’re adding a $10 free bonus to the Google Prepaid Card if you set it up in Google Wallet before the end of the year," Osama Bedier, VP of payments at Google, wrote in a blog post.

E.W. Scripps Co. just announced a reorganization of its digital operations, consolidating it under Adam Symson vice president and Chief Digital Officer. Based in Cincinnati, Symson will oversee all of the digital teams for Scripps' 13 daily newspapers and 10 TV stations. He most recently was vice president-interactive for the Scripps television division, where only a couple of weeks ago, he announced Scripps would be the first operator in the country to offer group-wide live streaming through mobile apps.

The just-completed first phase of the Making Measurement Make Sense (3MS) initiative has resulted in a five-part digital marketing measurement framework. 3MS is a joint project by the Association of National Advertisers, Interactive Advertising Bureau and American Association of Advertising Agencies. The initiative's mission is providing clear direction for pilot tests and implementation timelines, which will in turn guide the creation of a cross-platform "currency" and enable cross-platform comparability. The cornerstone of this framework/first measurement principle is to move from a "served" impression standard to a "viewable" impression standard.  This will enable advertisers to obtain information about impressions …

Kia says its shufflin' "Share Some Soul" ad campaign that brings back the hamsters dancing to that ghastly, I mean scintillating, song by LMFAO, "Party Rock Anthem" has gotten some 3 million online views. Now the Irvine, Calif.-based Kia Motor American is launching a dance video submission contest at its Kia Soul YouTube and Facebook channels. The "Soul Shuffle Slam" dangles $10,000 and the opportunity to dance on stage with the wildly and irritatingly popular LMFAO by submitting videos of themselves dancing to the song. My daughter has expressed interest, but will find herself LIPTITBC (which is LMFAO speak …

Barbarian-branded bank Capital One is invading three Zynga game at once—FarmVille, CityVille and Pioneer Trail. The financial services giant has opened a virtual brank in CityVille, while the other two games will allow users to interact with the goat from Capital One’s ubiquitous TV spots. Each insponsorship lets players win rewards and directs users to the bank’s Facebook page to learn more about exclusive offers. Players that place a Capital One bank in CityVille, for instance, can get a bonus decorative item, energy and experience points. FarmVille players participating in the bank’s branded frm will get a limited-edition “breedable …

Ally Bank is launching an ad campaign centering on the concept of "people sense" -- which is doing what is right for customers because it also makes good business sense. TV, which breaks Sept. 19 at 9 p.m., includes the tagline "No nonsense. Just people sense." The campaign also includes radio, print, digital and outdoor advertising. Since launching the Ally Bank brand in 2009, the online-only financial services company has tried to offer customers industry-leading features and service and this ad campaign illustrates that philosophy, says Sanjay Gupta, chief marketing officer of Ally Financial Inc. In July, …