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Bayer may relaunch Aleve with $75 mil push

[pittsburgh] Bayer Corp. is exploring a $75 million relaunch for Aleve pain reliever, testing the first new ads since it took responsibility for the brand a year and a half ago. The new ad from BBDO Worldwide uses the tagline, "Real relief is all day relief."

Verklin offered CEO post at Carat North America

[san francisco] David Verklin, 42, managing director, Hal Riney & Partners, and the shop's key media executive, has been offered the CEO post at Carat North America. Mr. Verklin said he hasn't yet decided whether to accept the job; Carat had no comment.

Aurora expected to consolidate $40 mil in biz

[columbus, ohio] After its merger with Dartford Partnership's Van de Kamps frozen foods unit, Aurora Foods will likely consolidate its ad account, now spread among four agencies, an Aurora executive said. Combined, the two companies will have about $1 billion in sales and an estimated ad budget of $40 million for brands including Log Cabin, Duncan Hines, Mrs. Paul's seafood and Aunt Jemima waffles. N.W. Ayer & Partners, New York; Sieve/ Y&R, Cincinnati; and Ogilvy & Mather, Chicago, are among the current Aurora agencies.

P&G names Wilson to fill media post

[cincinnati] Richard V. Wilson, VP-advertising, Latin America, for Procter & Gamble Co., has been named VP-media for P&G worldwide (AA, Feb. 16). He succeeds Darryl Simm, who was VP-media and programming for P&G before leaving in March to become president-CEO of worldwide media for Omnicom Group.

P&G's Sunny Delight, Pringles sign NFL deals

[new york] The National Football League has inked new sponsorship deals with Sunny Delight and Pringles, both Procter & Gamble Co. brands. Sunny Delight will sponsor NFL Rookie Beach Bowl, a four-on-four flag football event featuring NFL rookies on ESPN in January, and NFL Air-it-Out, the league's primary grass-roots marketing vehicle.

First Union picks Hill Holliday for direct

[charlotte, n.c.] First Union Corp. chose Hill Holliday Direct, Boston, as direct marketing agency in a consolidation of the bank's $30 million direct account. Pile & Co., Boston, handled the review. The account was handled by several agencies on a project basis.

Miller may be looking to snap up Heineken in U.S.

[milwaukee] Miller Brewing Co. declined to comment on speculation last week at its wholesaler convention that the brewer was gearing up to purchase the U.S. distribution rights for Heineken. Current importer Heineken USA denied any deal. Anheuser-Busch, meanwhile, also is believed to be hunting for rights to a major import brand. Separately, Heineken USA chose New York shops Lowe & Partners/SMS, McCann-Erickson Worldwide and Ogilvy & Mather Worldwide as finalists for its $30 million account. Incumbent Wells BDDP, New York, is closing.

Bristol-Myers picks Kaplan Thaler for Aussie

[new york] Bristol-Myers Squibb Co. assigned its Aussie haircare brand to Kaplan Thaler Group. Spending was not disclosed, but were estimated at $20 million. Aussie had been with Webber Advertising, Minneapolis, until its parent, Redmond Products was acquired by Bristol-Myers' Clairol Consumer Products unit in December.

MacManus may be in line to buy Saatchi & Saatchi

[new york] Saatchi & Saatchi continued to be the subject of takeover rumors last week. Industry executives speculated MacManus Group or one of its networks -- D'Arcy Masius Benton & Bowles or N.W. Ayer & Partners -- was a potential buyer in a "reverse takeover" where privately owned MacManus would go public, trading under Saatchi's stock listing. Spokesmen for McManus and Saatchi both denied the rumors, and Bob Seelert, Saatchi's chief executive, also denied the takeover talk in a statement.

CMP agrees to sell `HomePC' to Imagine Media

[brisbane, calif.] CMP Media sold its unprofitable HomePC to Imagine Media, continuing a retreat from consumer publishing that began with CMP's closing last year of NetGuide. Terms weren't disclosed. Imagine will relaunch HomePC in September.

P&G seeks buyer for Attends in North America

[cincinnati] Procter & Gamble Co. is seeking a buyer for its Attends adult incontinence business in North America, the company said April 3. Northlich Stolley LaWarre, Cincinnati, handles advertising.

Efamol prepares $10 mil push for two supplements

[boston] Efamol Nutraceuticals is planning to launch an estimated $10 million campaign behind natural supplements PMS Control and Efalex -- the latter for maintaining eye and brain function. A review has been narrowed to Arnold Direct and Kirshenbaum Bond & Partners, New York.

F.Y.I.

Paul Schulman, 49, to Saatchi & Saatchi, New York, as senior VP-manager of creative resources, a new post. Mr. Schulman, a former manager at Wells BDDP, was most recently a consultant. . . . Bongo to Gyro Worldwide, Philadelphia, as the denim and sportswear marketer's first agency. . . . Boston Beer Co. today is breaking a TV campaign for Samuel Adams beer in the Northeast, select spot markets and cable. Carmichael Lynch, Minneapolis, handles. . . . Walt Disney World to Leo Burnett Co., London, from Saatchi & Saatchi and TMD Carat, for its creative and media account in Europe. . . . Sony Computer Entertainment, Foster City, Calif., has spun off its in-house PlayStation and PC games software division, Sony Interactive Studios America, into a stand-alone unit with its own marketing department. TBWA Chiat/Day, Venice, Calif., handles PlayStation. . . . TeleCorp to Gotham, New York, as first agency for the estimated $10 million account for the wireless personal communications service, set to be launched in late 1998. . . . Bronner Slosberg Humphrey, Boston, will open a 65-person New York office today. . . . Eugene F. Bartley Jr. to the new post of president of North American operations for Bozell Worldwide, from president, New York operations.

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