Sacked Wal-Mart marketer to join US game show

by Staff, Brand Republic 17-Jul-08, 10:45

NEW YORK - Julie Roehm, the former Wal-Mart chief marketer who was sacked after an alleged inappropriate relationship with a colleague, is to judge a new game show in the US called 'Jingles'.

Roehm will be joined on the judging panel of the CBS game show by advertising executive Linda Kaplan Thaler and Kiss bass player Gene Simmons.

The show from Mark Burnett, the executive producer behind 'Survivor' and 'The Apprentice', will involve contestants writing and performing jingles for a range of products including food, toys, sports teams and a TV show.

The winner will take home $100,000 (£50,000) and an advertising contract at an undisclosed firm.

'Jingles' will be hosted by Kimberley Caldwell, a former contestant on 'American Idol', and is expected to premiere later this year.

Kaplan Thaler, the founder and CEO of Publicis Groupe's Kaplan Thaler Group, has a master's degree in music and wrote the jingle "I don't want to grow up, I'm a Toys R Us kid".

Roehm hit the headlines in 2006 when Wal-Mart pulled its $570m ad account from Draftfcb after only two months. She was sacked for an alleged inappropriate relationship with a colleague and untoward dealings with executives at Draftfcb.

Roehm was suing Wal-Mart over her sacking, but dropped the lawsuit at the end of last year stating that it had become "difficult and financially draining".

Simmons, known for his make-up and tongue wagging, has previously starred on reality TV shows in the US, as well as 'Rock School' on Channel 4. He has launched his own marketing company, using his name to promote energy drinks, books and clothing.

The series was originally scheduled to have its debut on July 27 but has been delayed after the network said it hadn't had enough time to promote it.