Can digital lure top advertisers?

WIth the digital TV age looming, advertisers must address the problems of fragmented audiences. John Shannon believes the networks will hold on to the lion’s share of ad revenue.

McDonald’s and Otto Versand, the German mail order house, have jointly developed a range of children’s clothing. Branded McKids, they will be available solely through the Otto Versand catalogues.

Benetton has launched a Visa card in Italy in conjunction with Deutsche Bank. Users can accumulate points when shopping in group-owned stores such as Benetton, 012 and Sisley.

Eli Lilly is to sell its over-the-counter pharmaceutical brands in Spain, which include Cortafriol, Micebrina and Supraplus. The decision is in line with its worldwide strategy of concentrating on prescription drugs such as Prozac.

Horst Seehofer, Germany’s Health Minister, is recommending tougher restrictions on the placing of TV ads for beer either during or around TV transmission of soccer matches.

The Hungarian government has awarded the country’s first two licences to run private TV stations to Magyar RTL, a CLT/Ufa-backed venture, and MTM-SBS, a consortium with members from Hungary, Germany and the US.

Kärcher, the vacuum cleaner manufacturer, has been named leading German marketer of 1997 by industry association Deutsche Marketingvereinigung. The company has transformed itself in recent years from an industrial base to become consumer market leader.

Barcelona authorities are to impose restrictions on the amount of poster advertising permitted in the city. Designed to improve the urban landscape, the move will also affect advertising on buses and leaflet distribution.

Spain’s Telefonica has extended a deal with Altavista to offer a Spanish language search engine for the Internet. Named Altavista Magallanes, the site will carry advertising through a further deal agreed with Doubleclick.

MTV and C&A are to repeat their collaboration of last year by staging ‘Turned on Europe 2’, a touring event which will visit 34 European cities this summer.

The fourth Advertising Festival of the New Europe will take place in Slovenia between October 7 and 10. The event is designed to showcase creative work from countries of the former Eastern Europe.

Klaus Flettner is to step down as head of DDB Needham Germany after only six months in the post.

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