TYSON FOODS: will be an associate sponsor of the 2004 T.J. Maxx Tour of Gymnastics Champions. The company said it would gain cross-promotion opportunities, broadcast commercial inventory and signage benefits, identification as an Official Sponsor of USA Gymnastics, and other benefits during the 38-city post-Olympic tour, which starts Sept. 16. Additionally, Tyson gains first right of refusal on sponsorship opportunities for future tours.
CHIVAS USA: has been granted an expansion franchise in Major League Soccer, and will play its games at Home Depot Center in Carson, CA. Though branded professional sports teams are popular overseas, Chivas USA will be the first such franchise to play ball in a U.S.-based league.
CONVERSE: is introducing the Chuck Taylor All Star Peace Collection featuring artwork by John Lennon. On Aug. 12, Converse will host a celebration in New York City’s Times Square to encourage people to join together in celebration of the spirit of sport, individuality and the basic human desire for world peace. Music, stage and screen artist Mos Def will join the Youth with a Purpose Choir from Essex County, NJ, to perform John Lennon’s Imagine. Converse will simultaneously distribute 10,000 white balloons in Times Square in a modern day recreation of John Lennon and Yoko Ono’s symbolic peace gesture delivered 36 years ago.
DISNEY: launched the Disney Dream Desk PC for children last week in New York City. The computer is easy for children to use and is equipped with the latest safety features. The PC also features a DVD player, a CD writer and player and an ergonomically designed kid-sized mouse. CompUSA Superstores, the exclusive retail outlet for the Disney Dream Desk PC, is offering free delivery, in-home installation and a one-on-one training session for consumers. Pre-orders made by Aug. 14 will receive a free Disney digital camera.
MCCANN WORLDGROUP: New York City, named Reuben Hendell CEO of its MRM Partners direct-marketing agency; he had been executive VP-relationship leader at Digitas, Boston. Hendell joins MRM in September. McCann also promoted a handful of MRM executives, including COO Bill Kolb, who adds the title of president; Kolb also continues as president-COO of McCann-affiliated Momentum Worldwide. Pam Larrick becomes MRM chairman; Chief Marketing Officer Patricia Berns becomes vice chairman; and Executive VP Joseph McGee adds the title of worldwide account director.
JACK MORTON WORLDWIDE: hired Susan Cowan as senior creative director for its Los Angeles office. Cowan had been principal of her own Los Angeles-based creative consultancy SuGCo, handling projects for ESPN Zone restaurants, Cirque du Soleil and others. Before that, she was senior producer for the Universal Studios Japan theme park.
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