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• Burnett to Tout PM's New Name 

More than a year after saying it plans to rename itself Altria, Philip Morris will launch a campaign in late January to herald the new name. The tagline: "Where people and performance make a difference." . .

Creative by Leo Burnett in Chicago is in development; it will focus on why PM is changing its name and what Altria stands for. While critics contend PM is trying to throw a cloak over its cigarette-manufacturing legacy, corporate executives say Altria is a better vehicle for building an identity as a diversified consumer-products company.

The goal of Burnett's campaign is to let consumers know that Altria is the holding company for Kraft, PM USA and PM International, and that those entities will not change their names. The spots will be unlike PM's previous corporate-image effort, which showed PM employees bringing water to flood victims and aid to war refugees. That effort backfired when activists publicized that PM spent more money--$80 million during 2001, according to CMR--on promoting its good works than on actual assistance.

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