Chief Marketer Staff

• First Response Rate Study for Promotion in Early Stages

  A preliminary effort is underway to develop a response rate study for promotion tactics. Such metrics have long been sought after by agencies and brands

• Gymboree Corp. Debuts New Specialty Retail Concept

  The Gymboree Corp. plans an April launch of Janeville, a new retail test concept targeting women in their mid-30s. The first three stores will open throughout

• First Response Rate Study for Promotion in Early Stages

  A preliminary effort is underway to develop a response rate study for promotion tactics. Such metrics have long been sought after by agencies and brands

• Interbrew and AmBev Combine in $11.5 Billion Deal

  Belgium’s Interbrew and Brazil’s AmBev have agreed to combine in a complex stock deal worth $11.5 billion. The deal displaces Anheuser-Busch Cos. as the

• Orvis to Sue Dunn’s Over Alleged Copycat Catalog

  (Catalog Age) Imitation is not the sincerest form of flattery for outdoor sporting gear and apparel cataloger Orvis. The Manchester, VT-based cataloger

• Agencies

  FedEx Launches Online Sweeps

  FedEx is enticing online users through a sweeps and instant win game. When consumers register at the site (www.fedex.com), or return for more visits,

• Labatt Blue to Sponsor USA Hockey and InLine

  Labatt Blue has signed on as the exclusive sponsor of the USA Hockey and USA Hockey InLine. The imported beer manufacturer will be the official beer sponsor

• List and Database News

  Shar Music Products ALC Data Management has been named manager of the Shar Music Products buyers list. The file, new to the market, includes the names

• McDonald’s Slims Down Proportions by Dumping Supersize

  Responding to health conscious consumers, McDonald’s is getting rid of its extra-large portions. The QSR has begun phasing out Supersize fries and drinks

• DMA Halts Legal Actions Over National Do-Not-Call Registry

  The Direct Marketing Association has decided that it will no longer pursue legal actions in response to a federal appellate court ruling last month that