APPLE LOOKS TO ICM FOR LINK TO ENTERTAINMENT;COLGATE PULLS SUNSCREEN AS OVER RACISM CHARGES;MCD'S PICKS FALLON FOR ARCHES DELUXE;Y&R, DENTSU OVERHAUL LORD DENTSU HQ;CBS READY TO ANNOUNCE DEAL FOR MAXAM;NATIONSBANK TOUTS OLYMPIC LINK;RINEY VETS FORMING NEW AGENCY IN S.F.;GUESS? PICKS LEWIS AS ITS NEWEST MODEL;MAYBELLINE WEIGHS OFFERS FROM BENCKISER, L'OREAL

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[cupertino, calif.] Apple Computer is talking with International Creative Management, Beverly Hills, Calif., about ideas to align Apple with entertainment, a key area of interest for new Apple Senior VP-Corporate Marketing Satjiv Chahil. The talks with the talent agency are believed to involve entertainment promotional tie-ins and business development schemes to push Apple technology in Hollywood. But sources say ICM also could play at least a limited role in advertising, putting more pressure on Apple shop BBDO West, Los Angeles.

[sydney] Colgate-Palmolive Co. has ordered its Australian subsidiary to pull a local TV campaign for its leading UV brand sunscreen that has been critically acclaimed but attacked as racist. In the spots from Young & Rubicam that broke last month black Jamaican men joke about their skins' natural protection from damaging rays. One spot's ad message is: "When we're in the sun we are all at the mercy of Mother Nature..... to get the protection a black man has naturally, a white man needs a sunscreen like UV."

[oak brook, ill.] McDonald's Corp. on Friday awarded the national launch of Arches Deluxe to Fallon McElligott, Minneapolis, after a shootout with Leo Burnett USA, Chicago. The product, a McDLT-type burger on a sourdough roll, has been in test but will undergo a phased rollout starting in first quarter 1996, with spending estimated at $30 million to $40 million alone for the initial several months. Some sources indicated Fallon had also won media buying for the brand but McDonald's couldn't be reached for confirmation.

[new york] Young & Rubicam and Dentsu have revamped the management of their joint venture, Lord, Dentsu & Partners, appointing Y&R Exec VP Jim Hood to the new post of CEO. Bill Perkins, managing director, has resigned, and sources say a shakeup may take place in the creative department. Separately, Dentsu may take full control of Lord Dentsu's Los Angeles office, eliminating potential Y&R conflicts so Dentsu can pursue a car account.

[new york] CBS is expected to announce today that it has acquired MaXam Entertainment, and that MaXam's two senior partners, syndication vets Ed Wilson and Bob Cook, will be named to head up domestic distribution (for non-network programming) and international distribution for CBS and Group W, sources say.

[dallas] Nationsbank, a $40 million U.S. sponsor of the 1996 Summer Olympics, will break an ad campaign from Temerlin McClain on Jan. 22 that touts its association. The media buying strategy calls for spot buys during the Academy Awards, Grammy Awards and NCAA basketball broadcasts in the South and Southeast.

[san francisco] Four prominent admen are forming a new agency here, the 18th shop with roots in Hal Riney & Partners. Former Riney senior executive John Yost; Steve Stone, senior VP, and co-creative director on Riney's Saturn Corp. account; Mark Bardon, director of account planning at Riney; and Bob Kerstetter, a Goodby, Silverstein & Partners associate creative director and copywriter, are developing final plans for the agency. Mr. Yost, 46, held top Riney management positions for nine years, including director of corporate development, before leaving at the end of 1995.

[los angeles] Film actress Juliette Lewis has been chosen as the new Guess? model and will appear in a new ad campaign set to launch at the beginning of February in both movie theaters and on TV.

[los angeles] Twentieth Century Fox Home Entertainment is getting set to launch a new Web site (http://www.foxhome.com) that will promote Fox's home video business. The site will offer information about Fox's catalog of 3,000 films and subsites on new releases.

[memphis] Maybelline at press time said Joh. A. Benckiser is prepared to top L'Oreal's $568 million bid for the cosmetics marketer subject to certain conditions, including that Maybelline not use any new Benckiser offer to merely persuade L'Oreal to match or better it. The bidding war is indicative of intensifying consolidation in personal care and household products. Helene Curtis Industries is rumored to be a target of both Unilever and Colgate-Pamolive Co. And the Dial Corp., which Wall Street analysts say is in the midst of a strategic analysis, is expected to be restructured or acquired within the next 18 months. None of the companies would comment.

Kristina Allen, exec VP-media at BBDO West, Los Angeles, resigned to pursue other interests.....Ericsson Mobile Communications, Stockholm, consolidated its $40 million worldwide mobile phone account at Young & Rubicam as the company changes its focus to consumers from business. Bates Worldwide had handled outside the U.S.; Y&R's Creswell, Munsell, Fultz & Zirbel, Cedar Rapids, Iowa, keeps the U.S. business.....Florida Department of Citrus, Lakeland, Fla., has picked Ammirati & Puris/Lintas and Grey Advertising, both New York; the Richards Group, Dallas; and WestGroup, Tampa, as finalists on its $27 million account; 21-year incumbent Saatchi & Saatchi, New York, failed to make the short list. ....Tobacco companies and their critics both praised the long delayed U.S. requirements aimed at getting states to enforce laws aimed at preventing the sale of tobacco to teen-agers. But tobacco companies and ad groups said the new rules rather than ad restrictions, are the way to stop underage smoking. Tobacco critics suggested the rules be paired with ad restrictions....Alex J. Mandle to president-CEO of the new AT&T from director of consumer long distance.....Reynolds Metals, Richmond, Va., to Saatchi & Saatchi Advertising, New York, from J. Walter Thompson USA, to handle the $25 million account for its Consumer Products Division.....Brown-Forman Beverages to Simmons, Durham & Associates, St. Louis, as worldwide agency for Jack Daniel's brands, gaining assignments in Malaysia and Thailand.

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