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Schwab exits BBDO for sibling GSD&M

[new york] Stock broker Charles Schwab Corp. moved the creative portion of its advertising assignment to Omnicom Group's GSD&M, Austin, Texas, terminating sibling Omnicom shop BBDO Worldwide, New York. GSD&M, already a Schwab roster agency, also handles CyberTrader, a Schwab unit that services active traders. A BBDO executive said billings on the Schwab business dropped nearly 40% in the last two years from $130 million in 2000 to $83 million last year.

Universal McCann's Carlin to lead Magna Global

[new york] Universal McCann Chairman Ira Carlin will be named chairman of media negotiation agency Magna Global Worldwide, a new post, said executives with knowledge of the appointment. Magna Global and Universal McCann are units of Interpublic Group of Cos. Bill Cella remains chairman of Magna Global USA. An Interpublic spokesman declined to comment. Mr. Carlin did not return calls. At Universal McCann, Robin Kent, worldwide and North American president, is expected to assume new duties, possibly as CEO. Mr. Kent did not return calls.

Martha Stewart to step up Kmart ad role

[troy, Mich.] Martha Stewart will appear in Kmart Corp.'s "The stuff of life" campaign, stepping up her advertising profile in support of Kmart, said an executive familiar with the situation, and "showing she is supportive of the company" (now in Chapter 11 bankruptcy). Ms. Stewart generally only appears in Kmart commercials from her agency, Omnicom's Arnell Group, New York, that back her Kmart lines. She will now appear in at least one yet-to-be shot commercial in the ongoing campaign from Kmart general agency TBWA/Chiat/Day, New York, an Omnicom agency.

Omnicom takes stake in Hispanic shop Dieste

[new york] Omnicom has taken a minority stake, believed between 45% and 49%, in Hispanic agency Dieste Harmel & Partners, Dallas. Dieste opened in 1995 with a "strategic relationship" with Omnicom in which Omnicom provided back-room functions in return for a profit share. Omnicom is converting the profit-sharing arrangement into equity, said agency president Tony Dieste.

Kellogg, Keebler brands teamed in major promo

[battle creek, mich.] Kellogg Co.'s first major promotion featuring its full roster of Kellogg and Keebler brands will be a back-to-school effort tied to AOL Time Warner's Cartoon Network. Set to run July through September, it will include school bus and locker-themed in-store displays centered around Cartoon Network characters. Bcom3 Group's Leo Burnett USA, Chicago, handles supporting advertising. Spending was not disclosed.

Staples opens review; Cliff Freeman exits

[framingham, mass.] Office supply chain Staples, embarking on a new business-to-business marketing thrust, said its advertising account is in review. At least 20 agencies have been contacted. Eight-year incumbent Cliff Freeman & Partners, New York, is not participating. Select Resources International, West Hollywood, Calif., is handling the review. Staples spent $71.2 million in measured media in 2001, according to Taylor Nelson Sofres' CMR. An executive familiar with the review said compensation will be fee-based. QwikFIND aan36t

Sun returns to TV in global campaign

[santa clara, calif.] Sun Microsystems touts a new brand theme, "We make the Net work," in a global ad campaign breaking April 15. WPP Group's J. Walter Thompson/Tonic, San Francisco, handles. Spending was not disclosed. Sun spent $37.4 million in measured media in the U.S. in 2001, according to CMR. The campaign marks a return to broadcast advertising for the provider of Internet network hardware, software and services after a two-year absence. Fast-paced computer-animated TV spots will run in prime time and on cable programming. Print ads break April 18 in The Wall Street Journal, followed by business and trade publications. Outdoor ads break outside the U.S. during the first week of May. Online marketing follows later.

Universal McCann wins Nestle pet food media

[new york] Nestle chose Interpublic Group of Cos.' Universal McCann to handle a consolidated $150 million media buying and planning account for Nestle Purina PetCare Co., a Nestle unit formed after Nestle acquired Ralston-Purina's pet food business last year. A review for the business pitted Nestle media buying and planning agency Universal McCann against Omnicom's PHD, which handled Ralston Purina. QwikFIND aan37e

FYI . . .

Target Corp.'s Target Stores has handed a number of assignments for youth marketing to San Francisco independent Odiorne, Wilde, Narraway & Partners, an executive familiar with the situation said. ... General Motors Corp.'s Saturn Corp. awarded media planning duties for the estimated $120 million Saturn dealers advertising account to Omnicom's Goodby, Silverstein & Partners, San Francisco, Saturn's new agency for creative. It had been at Publicis Groupe's Publicis & Hal Riney, San Francisco. ... Taco Bell VP-Advertising Chris Becker has left, the Tricon Global Restaurants unit said. His duties were assumed by Director of Merchandising Martin Hennessy while a successor is sought. Separately, Taco Bell has tapped an undisclosed brand consulting agency to extend its "think outside the bun" position to the "total in-store experience," said a spokeswoman. ... As federal investigators probe possible kickbacks in the ad production business, the American Association of Advertising Agencies sent members a bulletin outlining recommended procedures and guidelines for agency print production departments. ... Wenner Media named Kevin Martinez to be publisher of Men's Journal, succeeding Dave Kupiec, who is leaving the company. Mr. Martinez, most recently senior VP-group publisher at Brill's Content, is the third publisher in 13 months at Men's Journal.

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