At Deadline...

Dodge Eyes Boomer Kids

In New Caliber Campaign



Dodge targets 25-35 year-olds in an integrated campaign launching this week for its 2007 Caliber, now on sale. The effort, via BBDO, Troy, Mich., includes a series of 30-second TV spots and print ads in titles such as Maxim, Spin and Mad. Tag: "It's Anything But Cute." The initiative includes Web ads on youth-oriented sites, including myspace.com. theonion.com and office

pirates.com. "The children of the baby-boomer market is bigger than the baby-boomer market," said George Murphy, Chrysler Group svp-global marketing. "And, it is an elusive target."



Steelers QB Roethlisberger

Makes Pitch for Switzerland



Pittsburgh Steelers quarterback Ben Roethlisberger will travel to his ancestral home of Switzerland in May as part of "Swiss Roots," a program designed to enhance American-Swiss ties. A Web Site, www.swissroots.org, via Igougo, New York, launches this week. The Swiss Federal Charter will be on exhibit in Philadelphia, its first time outside Switzerland. A "Swiss Old Timer Postal Bus" road show will tour states with

high concentrations of Swiss immigrants. The effort is co-chaired by Swiss consul general Raymond Loretan, who is based in New York.



ETC.

Yahoo! next season will feature CBS'

60 Minutes programming online. Yahoo! will air two segments from the TV show: One will be an expansion of a story aired, the other will be an original segment . . . James Speros joins professional services firm Marsh & McLennan, New York, as svp/CMO, effective April 24, succeeding Barbara Perlmutter, svp-public affairs, who is retiring. Speros was CMO at Ernst & Young . . . DIC Entertainment, Burbank, Calif., promoted Cynthia Modders to svp-worldwide consumer products. Nancy Fowler, who headed the department, shifts to svp-business development, consumer products. She will continue to manage DIC's McDonald's licensing.