CBS: will promote its fall TV lineup through the mass media network 1-800-FREE411, a free directory assistance service operated by Jingle Networks. The campaign launched Sept. 17 with several time-targeted, radio-like audio spots reaching 1-800-FREE411 callers and is part of CBS’s “Outernet” strategy, a marketing campaign utilizing a variety of new media and non-traditional marketing techniques to attract viewers to its fall programming. Callers hear short audio messages from host and stars of shows like Survivor and directing consumers to watch the fall premieres as they wait for their requested phone number. The ads can be previewed at Free411.com/CBSads.
MATTEL: has launched a new licensing partnership with Procter & Gamble to produce Barbie-branded oral health care products, including Crest toothpaste. The new product line will be available in retail stores beginning in spring 2007. The partnership builds off Mattel’s existing relationship with P&G, which produces Barbie toothbrushes under the Zooth brand.
THE BRAVO GROUP: Miami, and WPP Group’s media shop Mediadge:cia, New York, have formed MEC Bravo, an Hispanic media agency. The collaboration revs up Bravo’s existing media capabilities with MEC’s expertise including research, planning, branded content and entertainment marketing. The two agencies have already collaborated on work for clients Cingular Wireless, Payless ShoeSource and Chevron. Gonzalo del Fa takes charge of the new division on Oct. 1; he had been managing director of MEC Argentina. Jorge O. Espinoza will run the Miami office as managing partner, reporting to del Fa; he had been managing partner of MEC’s Latin America Global Solutions unit in Miami.
EPRIZE: an interactive promotion agency based in Pleasant Ridge, MI, has promoted Ivan Frank to executive VP-business development. He will oversee strategy and execution for all revenue generation activities and is directly responsible for the agency’s strategy and business development teams. Most recently, he was senior VP-strategic services. He joined ePrize in 2001.
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