Chief Marketer Staff

• LG Mobile Phones Launches Large-Scale DR Effort

  LG Mobile Phones, a mobile handset manufacturer, has launched a multi-million-dollar direct response print, TV, billboard and movie theater branding effort.

• Kellogg Cleans House with Cat in the Hat

  Kellogg’s fourth-quarter Cat in the Hat tie-in covers seven cereal brands with a Clean House sweepstakes that will award white glove housecleaning service

• Brookstone Narrows Loss

  Brookstone Inc., reported a net loss of $6.4 million for its first quarter, an improvement over a $6.5 million loss last year. The Nashua, NH firm reported

• McDonald’s Announces Happy Meal Line-Up

  This summer’s McDonald’s Happy Meal line-up includes first-evers from the QSR including 3-D premiums and hand-held games. After wrapping up its Bratz

• News Briefs

  INTERNATIONAL BREWER: SABmiller last week announced it will take a majority stake in Peroni of Italy for $280 million, a much higher multiple than many

• SEMC Names Watlington, Lloyd-Martin Co-Chairs

  The Association for Interactive Marketing’s has named Amanda G. Watlington, director of research at iProspect and Heather Lloyd-Martin, president of SuccessWorks,

• Agencies

  Post Cereal Packs CDs in Boxes for $10 Million Baseball Promo

  To support its sponsorship of Major League Baseball, Post Cereal is delivering interactive baseball games to consumers via six collectible CD ROMs in

• Agencies

  Scholastic Puts $4 Million into Harry Potter Release

  Scholastic is about to cast another spell in advance of the summer release of the fifth book in the Harry Potter series, with midnight parties, partnerships,

• List and Database News

  American Index-College Graduates Compiled Solutions has won the management of this file of nearly 17.4 million college graduates in the U.S. It is put

• U.K. Direct Mail Volume, Spending on the Rise

  The volume of direct mail sent by U.K. businesses reached a record 1.5 billion pieces between January and March, according to wire service reports. According