NEW GROUP TO PUSH CIGARETTE AD GUIDES;INDUSTRY CONSENSUS TO BE SOUGHT

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The advertising business gets its first look this week at a new organization whose aim is to rally industry support for guidelines to protect children from tobacco marketing.

A debut press conference in New York of the Initiative on Tobacco Marketing & Children will be held Nov. 13.

3 ADMEN AT FOREFRONT

The press event brings together three ad agency executives who are spearheading the project: David Milenthal, chairman of HMS Partners, Columbus, Ohio; Madison Avenue veteran and longtime tobacco marketing critic David McCall, now chairman of Shepardson, Stern & Kaminsky, New York (his former agency was McCaffrey & McCall); and John Goodchild, chairman-CEO of Weightman Group, Philadelphia.

Mr. Goodchild also is on the board of the American Association of Advertising Agencies, which previously had rejected Mr. Milenthal's request that Four A's write a code for tobacco marketing.

The Weightman executive represents the North American members of Worldwide Partners, a group of independent agencies that includes Weightman and HMS.

The group will unveil a print campaign, partially funded by the Campaign for Tobacco-Free Kids, aimed at raising the tobacco marketing issue among ad executives.

That organization is headed by William Novelli, formerly of Porter/Novelli, a public relations unit now part of Omnicom Group.

Mr. Milenthal last week said the new group may work to build a grass-roots consensus aimed at getting an existing ad industry organization to develop a set of tobacco marketing guidelines.

`A BIG QUESTION'

"There is a big question whether we will offer a set of principles or build support for the concept of a code," he said. "I'm not trying to operate outside the existing [advertising] organizations. I'm trying to raise industry concerns. I'm not sure we even have the capability to develop a code."

Mr. Novelli's Campaign for Tobacco-Free Kids organization has supported sweeping Food & Drug Administration restrictions on tobacco advertising and marketing.

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