LATE NEWS;MASTERCARD U.S. AD POST TO FLANAGAN;BRISTOL-MYERS SQUIBB SETS VAGISTAT-1 REVIEW;IBM PICKS 13 SHOPS FOR REGIONAL DIRECT WORK;Y&R/S.F. TAPS MCGHIE FOR CHAIRMAN-CEO POST;U S WEST REVIEW NOW PARED TO THREE;SONY UNIT ENGINEERS REBA MCENTIRE PRODUCTS;JWT DETROIT AIMS FOR NON-AUTO BUSINESS; ADT SECURITY SYSTEM ADS AVOID FEAR TACTIC;SARA LEE BAKERY IS REVIEWING ITS $15 MIL-$20 MIL ACCOUNT;TARTIKOFF, AOL LINK UP FOR CROSS-PLATFORM PROJECTS;SAGAN TO LEAVE POST IN NEW MEDIA AT TIME INC.;PETERSEN TRIMS STAFF BY 125; MOVES MARKETING, CIRCULATION;F.Y.I.

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[purchase, n.y.] Lawrence Flanagan has been named VP-advertising, U.S. region, for MasterCard International. Mr. Flanagan joins MasterCard from L'Oreal, where he was assistant VP-marketing. He succeeds Joan Bogin, who left the company.

[new york] Bristol-Myers Squibb Co. is conducting a review for Vagistat-1, a reduced-time treatment for yeast infection, between roster agencies Gotham Inc. and Wells Rich Greene

BDDP. Those close to the product introduction said it is expected to receive FDA approval by the first quarter of next year.

[armonk, n.y.] IBM Corp. named 13 direct marketing agencies to handle ongoing regional assignments after a review to consolidate the business from alSee LATE NEWS on Page LATE NEWS from Page 1

most 30 shops previously. Winners are: BB&R Marketing; Burks, Butler & Esposito; C-E Communications; Dziurman Dzign; Einson Freeman Promotional Campaigns; Hacker Group LTD; Hunt Marketing Group; Jacobs & Clevenger; JDA Advertising; Keeton & Rich; Kern Direct; Kuhn & Wittenborn; and Wolf Group.

[san francisco] Austin McGhie, 40, was named chairman-CEO of Young & Rubicam's San Francisco office, from the same title at Cole & Weber, Seattle. He succeeds Craig Branigan, now managing director of Y&R's design shop, Landor Associates. Mr. McGhie, who has extensive package goods experience, is expected to lend his expertise to the office's Clorox account. Debby Kennedy, 44, succeeds Mr. McGhie at Cole & Weber, from senior vice chairman-general manager of Cole & Weber's Portland, Ore., office.

[englewood, colo.] U S West Communications has narrowed a review for its $60 million ad account to Campbell Mithun Esty, Minneapolis; Rubin Postaer & Associates, Santa Monica, Calif.; and N.W. Ayer & Partners, New York. Sepa-rately, U S West Media has narrowed a review for the $30 million Continental Cablevision account to Margeotes/Fertitta & Partners and Kirshenbaum Bond & Partners, both New York; Martin/Williams, Minneapolis; and Rubin Postaer.

[los angeles] The Sony Signatures licensing arm of Sony Corp.'s entertainment division has begun a new, upscale licensing effort crossing product categories for country superstar Reba McEntire. Already said to be on board, according to executives close to the deal, is Giorgio Beverly Hills, which is concept testing a signature fragrance line for a 1998 launch. A Giorgio spokeswoman said it was premature to comment.

[detroit] Top executives of J. Walter Thompson USA here this week will announce the office's new positioning to reflect its non-automotive capabilities. In the next 4 years, the shop wants to double its non-Ford billings to $300 million.

[parsippany, n.y.] ADT Group this week unveils a new campaign, from Rapp Collins Worldwide, New York, for its Safewatch Security System that emphasizes the customer's active role in choosing a security system rather than the fear-motivated pitch typical of the category. The campaign breaks in spot TV tonight and appeared in newspapers Oct. 27, using the tagline "Security for life." Direct mail is set for later this year.

[chicago] Sara Lee Bakery is searching for a local agency for its $15 million to $20 million account after parting ways with Ammirati Puris Lintas, New York, last week.

[dulles, va.] America Online has signed a deal with TV producer Brandon Tartikoff to develop original properties for simultaneous launch as online, TV and book products. The first project, slated for spring, will be "Beggars & Choosers," about a struggling TV network. Its initial story line on AOL will be converted into an Avon Press book and a movie for Showtime.

[new york] Paul Sagan, president and editor-new media at Time Inc., will step down at the end of 1996. A successor will be named by yearend.

[los angeles] Insiders said Petersen Publishing has cut 125 people, primarily from its office here, moving circulation and consumer marketing to the New York office. Bruce Burton, group ad director of Petersen Network, is among those to resign.

Nike and Fila USA have purchased the $8 million National Basketball Association media package on TNT and TBS surrendered by Reebok International. . . .SegaSoft to Ground Zero, Santa Monica, Calif., for its estimated $10 million account for pc-based games. . . Edward Snell to president, Hunt-Wesson, Fullerton, Calif., from president, Hunt Foods Co. division. . . . Chi-Chi's has selected eight finalists for its $10 million to $12 million broadcast creative account. Incumbent Evans, Hardy & Young, Santa Barbara, Calif., will keep media and is a finalist for creative.. . . Grant Johnson is leaving AST Research, Irvine, Calif., Oct. 30 as director of worldwide corporate marketing. . . Gayle Bock to VP-consumer marketing, Delta Air Lines, Atlanta, from VP-marketing, AT&T Wireless Services, Seattle. She suceeds Paul Matsen, now VP-corporate planning.

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