LATE NEWS;CKS DEALS TO BUY SCHELL/MULLANEY;CHIAT EXPECTED TO WIN TELE-TV'S $50 MIL ACC'T;ACURA HUNTS MORE SHOPS IN $120 MIL REVIEW;KELLOGG READIES CEREAL PRICE CUT;SWEET ESCAPES BACKED BY $10 MIL-$15 MIL;3M'S NEW IMATION UNITES 4 DIVISIONS; HILFIGER READIES TOMMY GIRL SCENT;1-WEEK CAMPAIGN BACKS NEW EDS;HISTORY CHANNEL DUMPS CORPORATE PROFILE SERIES; DONNELLEY REPRIMANDED IN CHILD MAILING LIST CASE;SUPREME COURT CONSIDERS CALIF. CO-OP AD CASE;F.Y.I.

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[cupertino, calif.] CKS Group has reached an agreement to acquire Schell/Mullaney, a 6-year-old business-to-business agency in New York, executives familiar with the deal said. Schell/Mullaney started out as a house agency for the nation's second-largest independent software maker, Islandia, N.Y.-based Computer Associates, which remains its biggest client. Schell/Mullaney has billings of $40 million.

[los angeles] Tele-TV, a cable programming alliance formed by Nynex Corp., Bell Atlantic Corp. and Pacific Telesis Corp., is expected to this week name TBWA Chiat/Day, Venice, Calif., agency of record for its estimated $30 million to $50 million account. Although the Baby Bells are said to have chopped Tele-TV's original $160 million budget by about 20%, insiders said the budget cuts will have no effect on marketing plans for the venture.

[torrance, calif.] American Honda Motor Co. has contacted a broader list of agencies in its $120 million Acura review, after its first query to agencies didn't result in the desired long-list of eight to 12 shops. It expects to reach that level after a final agency early this week returns the two-page questionnaire, sent to a second group of shops. American Honda ad chief Eric Conn said the list includes both "very large" and "smaller specialty" agencies (see Transactions on Page 34).

[battle creek, mich.] Kellogg Co. today is holding a news conference to announce a price decrease for its cereal lines. The cereal leader's announcement follows by a few weeks Kraft Foods' Post division's 20% price cut and the institution of a one-coupon policy for its brands.

[hershey, pa.] Hershey Foods Corp. this week breaks its estimated $10 million to $15 million network TV and print campaign for Sweet Escapes (AA, Feb. 19), a reduced-fat chocolate bar line handled by DDB Needham Worldwide, New York. TV focuses on the brain's "chocolate zone," while print is themed "Hey, life's too short for rice cakes."

[oakdale, minn.] Seeking greater efficiency in the $18 billion global imaging and storage industries, 3M will combine four divisions into Imation, a company to be spun off publicly July 1. A $15 million global print campaign from Ketchum Advertising, Pittsburgh, and TBWA U.K., London, breaks the same date.

[new york] Aramis will introduce this fall a women's fragrance by designer Tommy Hilfiger called Tommy Girl with an estimated $18 million marketing budget. Toth Design, Concord, Mass., is Hilfiger's agency of record.

[plano, texas] Electronic Data Systems introduced a new tagline-"A more productive way of working"-in a one-week campaign that started June 9 to announce the information services company's split-off today from General Motors Corp. Ads from Bates Worldwide, New York, will run in more than 80 papers and business publications globally; a brand campaign starts in about a month.

[new york] The History Channel, after a firestorm of criticism, said it will drop a series of corporate profiles that would have given sponsors, including AT&T, Du Pont and Boeing, editorial control over their own profiles. The series, first reported in Advertising Age last month, was to have been called "Spirit of Enterprise."

[washington] The Direct Marketing Association took the unprecedented step of publicly revealing enforcement action against R.R. Donnelley & Sons Co.'s Metromail list broker service in the wake of a congressional furor over its sale of a mailing list of Los Angeles households with children to a TV reporter using the name of an admitted child killer.

[washington] The U.S. Supreme Court agreed to hear a California fruit grower's case that may affect the ability of growers and farmers to fund hundreds of millions of dollars in cooperative ads for milk, citrus and vegetable groups (see editorial on Page 22). In the case, an appeals court ruled a mandatory ad and marketing assessment against a peach grower to support industry advertising/marketing violated the grower's free-speech rights.

Pacific Bell Communications, San Francisco, to Ketchum Advertising as first agency for its $80 million long distance account...Michael Switzer, 40, has left Atlas Switzer & Partners, a San Francisco agency the former St. Louis ad agency executive founded in October with San Francisco ad veteran Jeff Atlas, 39...ABC will launch a paid multimedia campaign from Grey Entertainment, New York, using promotional sponsors for the first time to tout its fall schedule, with General Motors Corp. and McDonald's Corp... Michael Kelly to publisher, Entertainment Weekly, New York, from ad sales director. The publisher title was relinquished by Entertainment Weekly President Michael Klingensmith... Bausch & Lomb, Rochester, N.Y., to Bartle Bogle Hegarty, London, for global advertising for its estimated $20 million Ray-Ban sunglasses account... Time Warner and Turner Broadcasting System's merger cleared a major hurdle when a Delaware Chancery Court in Wilmington rejected a suit by U S West to block the merger... Hills Stores Co., Canton, Mass., to W.B. Doner & Co., Southfield, Mich., for its $10 million account, previously handled on a project basis... AKH Co., Los Angeles, to Mendelsohn/Zien from Newmark Advertising, Santa Monica, Calif., for the estimated $8 million account for its Discount Tire Centers and Evans Tire Centers retail stores... Cosmair's L'Oreal Cosmetics & Fragrances Division, New York, to Einson Freeman, Paramus, N.J., for an undisclosed promotion marketing assignment. ...William Heimlich, 84, a retired Association of National Advertisers VP, died June 3 in Virginia, following a stroke. Mr. Heimlich helped establish the National Advertising Division of the Council of Better Business Bureaus while at the ANA..

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