The Week

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Procter & Gamble Co. is reviewing agencies to pilot test a one-stop promotion shop concept for its health and beauty brands, which could ultimately be applied to some other P&G brands and categories. A P&G spokeswoman said the company expects to decide in the next two to three months on the brands and agency or agencies involved, having winnowed a list of 20 down to "four or five," though she declined to name participants. The review covers work done both for P&G's North American Market Development Organization and U.S. brand teams of global business units, creating a single point of contact for each brand on a wide variety of promotion in and out of store. It excludes online, public relations and advertising work as well as in-store work done for retail teams serving such chains as Wal-Mart Stores.

According to executives familiar with the review, finalists include consolidated entries from units of P&G's two major agency holding companies-Publicis Groupe and Grey Global Group. Interpublic Group of Cos.' Draft, Chicago, and Omnicom Group's Integer Group, Denver, are also participating, the executives said.

`Life' reincarnated as a supplement

In a long-anticipated move, Time Inc. officially announced the third resurrection of Life, this time as a newspaper supplement slated to appear Fridays.

For its launch, scheduled for October, Life will be distributed in newspapers owned by Tribune Co., Knight Ridder and McClatchy Co., among others. The new Life, like the ones past, will take a general-interest approach, albeit with what sounds like a heavier emphasis on entertainment. Life will launch with a circulation close to 12 million. "We plan to grow the circulation," said Publisher Peter Bauer, "but we'll never be as big as USA Weekend or Parade." AdAge.com QwikFIND aap70x

Kraft inks deal with diet doc

Kraft Foods will partner with South Beach Diet creator Dr. Arthur Agatston to promote products from within its existing portfolio that fit into the popular diet plan. Kraft will use the South Beach Diet trademark as a flag on certain products that fit the diet's emphasis on lean proteins, fiber, whole grains and fruits and vegetables and on decreasing saturated and trans fats. Although a spokeswoman declined to name specific products that would carry the flag, Kraft might well feature some of its Carb Well versions of salad dressings, cereal and cereal bars, its low-fat cheeses as well as some of its trans-fat-free versions of popular cookies and crackers.

JWT drops weight, gains Jenny Craig

Weight-loss-management company Jenny Craig selected WPP Group's J. Walter Thompson, New York, to handle its creative advertising account following a review, said Scott Parker, VP-marketing.

Interpublic's Gotham, New York, and independent Heil-Brice, Newport Beach, Calif., also pitched. Publicis Groupe-backed Bartle Bogle Hegarty was a finalist but withdrew before final presentations. Mr. Parker said he was impressed by the commitment the JWT team demonstrated by going on the diet at the beginning of the review. Combined, the team shed more than 50 pounds. The incumbent, Johnson/Ukropina, Irvine, Calif., did not participate in this review. AdAge.com QwikFIND aap71b

TiVo refocuses after sale of stake

In the wake of DirecTV's sale of its stake in TiVo, the digital-video-recorder pioneer has cut its prices and announced a strategy to be the "entertainment centerpiece of the networked home." For $12.95 a month, subscribers now have the ability to connect their home computers to TiVo to download photos or music and then enjoy them on their TiVo-enabled TV. The company is also slashing to half price the cost of a home's second TiVo box. TiVo's relationship with DirecTV, which supplies most of TiVo's subscribers, may be in peril, analysts say. TiVo's other strategies include seeking licensing pacts with cable companies and running long-form TiVo Showcase programs with brands such as Coke.

FYI...

Leapfrog Enterprises and its agency, Ackerman McQueen, Berkeley, Calif., won the Grand Effie at the annual awards for effective advertising, sponsored by the New York American Marketing Association. AdAge.com QwikFIND aap70k ... Omnicom's TBWA/Chiat/Day, Playa del Rey, Calif., won the Grand Prize Kelly Award from the Magazine Publishers of America for its "Silhouettes" campaign for Apple Computer's iPod digital-music player.

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