Agency Notes

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Less than a year and a half after renaming itself, Pentamark Worldwide, formerly BBDO/Detroit, has decided to re-rename itself . . . BBDO/Detroit. The Omnicom agency that handles all of Chrysler's ad efforts was formed in January 2001 after Omnicom won the carmaker's consolidated business. Omnicom will continue to use the Pentamark name overseas.

Leo Burnett Worldwide has launched a new boutique, Made in London by Leo Burnett, that will specialize in lifestyle and fashion brands. The new venture is headed by creative star Joakim Jonason, founder and creative director of DDB Paradiset in Stockholm. Paradiset won two Cannes Grand Prix under Jonason's creative leadership, landing the top Press and Poster prize last year for its "Daily African" print campaign for Diesel, and the film Grand Prix in 1997, also for Diesel work. Made in London opens with three clients: Italian fashion brand Stefanel, Bjorn Borg Underwear and designer J Lindeberg.

Saatchi & Saatchi/L.A. led all agencies at last month's Belding Awards, presented by the Advertising Club of Los Angeles. The office won 11 Belding Bowls and took home the show's Sweepstakes prize, for its "Dog" spot for the Toyota Celica, in which a dog runs into a parked Celica because it looks so fast. The "Looks Fast" campaign won three Beldings in all, two for single spots and one for the campaign. Deutsch/Los Angeles and TBWA/Chiat/Day/Los Angeles each took nine Bowls. Deutsch's wins included single and campaign awards for DirecTV work, while Chiat/Day was honored for spots for XM Satellite Radio and a series of billboards for the Los Angeles Museum of Contemporary Art.

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