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Sony Electronics this month breaks a multimillion-dollar magazine campaign to introduce Digital Mavica, a camera that uses standard floppy disks. Coyne Communications, Morristown, N.J., created the ad, collateral and Web effort.

Think New Ideas, New York and West Hollywood, Calif., is expected to announce as early as the week of the 11th a deal to buy Palo Alto, Calif., tech shop LVL Communications, giving Think New Ideas a base for its growing Bay area business.

Petersen Publishing filed an initial public offering with the Securities & Exchange Commission and expects to raise up to $172.5 million.

Oracle Corp. breaks its long-anticipated TV brand campaign late this month with two spots from Think New Ideas, West Hollywood, Calif.

ConAgra's Healthy Choice is touting its sponsorship of the '98 Olympic Winter Games and a promotional tie-in with the U.S. Olympic Ski Team with a print, in-store and national free-standing insert from Campbell Mithun Esty, Minneapolis.

Sotheby's International Realty to Fox Pavlika & Partners, New York, as direct response agency of record.

John Garland, 48, to Wells BDDP, New York, as exec VP-managing partner, director of broadcast production, from executive producer at Highway 61 Productions.

Townsend & O'Leary, Laguna, Hills., Calif., has joined Worldwide Partners, a global network of independent ad agencies.

Dallas-Fort Worth International Airport to Richards Group, Dallas, as first agency of record, to develop positioning including print and direct mail. Billings are estimated at $1 million.

John J. Caffera to senior VP-director of broadcast production at Bates USA, New York, from VP-executive producer.

Copyright August 1997, Crain Communications Inc.

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