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[New York] French executive Laurent Attal will become the new president-CEO of L'Oreal USA effective July 1, replacing Jean-Paul Agon, who will return to Paris in preparation for taking the helm of the entire company as CEO in April 2006, according to the company. Mr. Attal, 47, currently based in Paris, now heads L'Oreal's Active Cosmetics Division. The move keeps overall oversight of the U.S. operation in the hands of French executives, which has been the company's tradition.

Coors scales down Aspen Edge advertising

[Golden, Colo.] Coors Brewing Co. will stop advertising low-carb beer Aspen Edge on national TV, a Coors spokeswoman confirmed. The brewer is slashing ad support after the beer, launched nationally last spring, failed to take off. Instead, the brewer will concentrate on "priority markets" where the brand has been selling well. It also will run national print, public relations and packaging programs. Coors, a unit of Molson Coors Co., backed the brand with $15.7 million in ad support through October 2004, mostly on network, spot and cable TV, according to TNS.

Blockbuster campaign under fire from 37 states

[Dallas] Blockbuster is in settlement talks with attorneys general from 37 states who are investigating whether its "End of Late Fees" marketing campaign violates rules that protect consumers against false advertising. Ads, via Doner, Southfield, Mich., are no longer running, but the program is ongoing. Because Blockbuster is cooperating, more lawsuits like the one filed by New Jersey last month are unlikely. A settlement, said one official close to the talks, "would require Blockbuster to modify the marketing" and "might also involve restitution." A Blockbuster spokesman said the company has already addressed some consumer confusion issues and is "open to any suggestions the state attorneys general have about better explaining our program."

Revlon parks $72M biz with Kaplan Thaler, Carat

[New York] Revlon awarded creative duties for Revlon cosmetics brands and a new fragrance to Publicis Groupe's Kaplan Thaler Group. Aegis Group's Carat was handed the media portion of the account. Interpublic Group of Cos.' Deutsch was the incumbent. Neither the marketer nor the agencies returned calls for comment. See AdAge.com QwikFIND aaq39e

Pfizer unveils new depression campaign

[New York] Pfizer this week will launch a new Web site and a series of unbranded spots featuring actress Lorraine Bracco of "The Sopranos" that will focus attention on depression. Ms. Bracco, who has gone public with her recent battle with depression and the use of Pfizer's Zoloft, went to the pharmaceutical maker and asked to help create a campaign that would erase the stigma of using anti-depressants. The Web site, depressionhelp.com, launches March 15; TV spots follow on March 21. The campaign is being produced by Kaplan Thaler Group, New York, which handles Zoloft.

Polo signs on as sponsor of U.S. Open

[New York] Polo Ralph Lauren and the United States Tennis Association will announce this morning a multi-million dollar sponsorship agreement that makes the company the "official apparel sponsor" of the U.S. Open through 2008. Exact financial terms were not disclosed. The designer will create all on-court apparel for Open ball persons and officials. In addition, Polo will have signage at the USTA National Tennis Center in New York and will construct a new 3,000 square foot retail store on the grounds.

Gillette business goes to Leo Burnett

[Boston] Gillette Co.'s Middle East account has gone to Publicis Groupe's Leo Burnett following a review, according to executives familiar with the matter. This gives the Procter & Gamble Co. shop its first foot in the door with Gillette ahead of its acquisition by P&G, which is expected to close later this year. The review began before the proposed acquisition was announced in January, and the decision was made by executives of Gillette, not P&G. Interpublic's McCann Erickson Worldwide was the incumbent.

Stevens outlines details for cable indecency limits

[Washington] Senate Commerce Committee Chairman Ted Stevens, R-Alaska, explaining further details of his plans to expand broadcast indecency limits to cable, Internet and satellite service, said he wants providers to offer a tier of family friendly channels and will seek to include a requirement for that in legislation due from his committee this year

ESPN picks Arnold for ESPN Mobile biz

[Bristol, Conn.] Walt Disney Co.'s ESPN tapped Havas' Arnold Worldwide to promote the launch of ESPN Mobile , a wireless phone service targeted to sports fans. As agency of record, Arnold will create branded on-air promotions for the service.

FYI ...

7-Eleven is conducting a review for its estimated $40 million creative account, now handled by Omnicom Group's TLP, according to a company spokesman. The incumbent has been invited to participate in the review, which is expected to be concluded by July. ... PNC Financial Services Group's PNC Bank today begins a $30 million TV, print, radio and outdoor campaign introducing the theme, "Easy As PNC." As part of the campaign, PNC will give a free BlackBerry to every customer opening a checking account. Independent Doner, Southfield, Mich., created the campaign. ... The Cellular Telecommunications and Internet Association, which has spun off a new nonprofit organization to battle wireless regulations, has named Giant Ideas, Pittsburgh, as first agency. MyWireless.org, expected to be funded with a budget of more than $15 million, will tackle legislative battles in five states and nationally with advertising, lobbying and other efforts. ... Interpublic interactive agency R/GA is opening a London office, the firm's first satellite, Karen Spiegel, an R/GA spokesperson confirmed. The decision follows R/GA's capturing of the interactive business for Nokia in Europe and Intel worldwide.

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