Major League Baseball's 2005 "I Live For This" campaign, created by McCann Erickson Worldwide, will differ from those in year's past because fans rather than players will occupy center stage. Fans were selected in open casting calls held in six major league cities and were shot effusing about their favorite teams.
The 17 Saatchi & Saatchi staffers who resigned en masse in February have found a home at Interpublic Group, where they will form a new unit focused on marketing products to children and families. Sixteen of the 17 former Saatchi staffers worked on General Mills cereal advertising, but that account remains with Publicis Groupe's Saatchi & Saatchi.
The Walt Disney Co. named president and COO Robert Iger to succeed Michael Eisner as CEO. Iger will assume his new post Sept. 30, 2005, at which point Eisner will step down. Although the appointment brings to an end the speculation over who would replace Eisner, it is not likely to silence former directors Roy E. Disney and Stanley P. Gold, who opposed the move.
Advertising Age editor in chief Rance Crain argues that traditional forms of print and TV advertising do not need to drastically change their tune because of encroachment from other media formats. If marketers are not getting the results they want from their media campaigns, the fault is with the advertising, not the audience.