MACDONALD CLOSING DEAL TO BUY LANG;HEWLETT-PACKARD OFFERS 1ST ADS FOR PAVILION PC;HARDEE'S DECIDES TO KEEP EURO RSCG TATHAM;BJK&E CUTS RATES BASED ON SWEEPS PROMOS;OMNICOM AGAIN TAKES LOOK AT MODEM MEDIA;GOP SPOT JABS CLINTON OVER JONES CHARGES;COX REVIEWING $25 MIL WIRELESS ACC'T;PRIVATE ISSUE OFFERS CARD ART BY QUINN, EWING;MCDONALD'S TESTING 3 OTHER ARCH DELUXES;HASBRO HANDS $30 MIL ACCOUNT TO ARNOLD; AAF STYLES NEW LOGO TO BUILD AWARENESS;CLAIROL TO LAUNCH HYDRIENCE HAIR COLOR;F.Y.I.

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[new york] The MacDonald Publishing Group, headed by former Inc. Publisher Jay MacDonald, is said to be in final talks to buy Lang Communications, publisher of Working Woman and Working Mother. A Lang spokeswoman said no deal was concluded by the end of last week, but the pact could possibly be wrapped up by May 28. Industry executives say the price tag is about $15 million.

[santa clara, calif.] Hewlett-Packard Co. breaks its first campaign for Pavilion home PCs June 3, with humorous TV and magazine ads showing off its PCs' built-in scanner. Saatchi & Saatchi Advertising's embattled San Francisco office handled the project and hopes to keep the $15 million-to-$20 million business, which many expect could move to new Hewlett shop Goodby, Silverstein & Partners.

[rocky mount, n.c.] Hardee's Food Systems gave Euro RSCG Tatham, Chicago, a vote of confidence last week, indicating that Tatham will continue as the chain's lead creative agency.

[new york] BJK&E Media Group, a subsidiary of Bozell, Jacobs, Kenyon & Eckhardt, will negotiate local TV rates based on an average 15% ratings reduction for TV stations that engaged in contests and promotions during the May sweeps. The policy, explained in a May 22 internal memo obtained by Advertising Age, was decided after BJK&E commissioned Niel-sen Media Research to retabulate its February 1996 national station index numbers for a selected, unnamed, metered market to measure the impact of contests.

[new york] Omnicom Group apparently is again pursuing Modem Media, currently in discussions with True North Communications about a sale of the interactive agency (see story on Page 22). Omnicom President John Wren is believed to have met with Modem last week but couldn't be reached for comment. Modem partner G.M. O'Connell wouldn't comment on Omnicom or True North.

[washington] The Republican National Committee, anxious to lessen Sen. Bob Dole's lag in polls, began airing a spot on national cable tied to the Paula Jones sexual harassment charges, the first overt use of those charges in the presidential campaign. The spot from Sen. Dole's New Century Group ad team accuses President Clinton of trying to avoid a trial on Ms. Jones' suit.

[irvine, calif.] Cox California PCS, preparing to launch its new wireless service later this year, is reviewing its account, expected to hit $25 million next year.

[riverwoods, ill.] Dean Witter, Discover & Co.'s Private Issue credit card is preparing to introduce actor Anthony Quinn and the New York Knicks' Patrick Ewing in TV spots featuring credit card artwork they created. DDB Needham Worldwide, Chicago, handles.

[cincinnati] McDonald's Corp. began testing three new Arch Deluxe sandwiches-Fish Deluxe, Crispy Chicken Deluxe and Grilled Chicken Deluxe-here last week as a follow-up to the recently launched Arch Deluxe hamburger. Only radio spots support the test.

[pawtucket, r.i.] Hasbro awarded its $30 million Play-Skool account to Arnold Communications, Boston. Griffin Bacal, New York, was the incumbent.

[washington] Looking for greater awareness in the ad community, the American Advertising Federation has developed a new logo and slogan. "The unifying voice of advertising" communicates what the AAF wants to be and already is, said Wally Snyder, AAF president-a group representing agencies, media and advertisers. "We decided to take a marketing approach and treat ourselves as a brand. We didn't really have a brand" before, he said. C-E Communications, Warren, Mich., helped the AAF create the logo.

[new york] Clairol in August will introduce Hydrience hair color with more than $30 million in support, touting it as a gentle water-based permanent creme hair color with a contemporary color palette. Either J. Walter Thompson USA or Wells Rich Greene BDDP is expected to handle.

Calvin Klein Cosmetics is introducing a second unisex fragrance. The new scent is called CK Be and will be supported with an estimated $23 million in marketing. Creative is handled in-house.... Lowe & Partners/SMS, New York, launched an interactive unit to compete for media projects undertaken by its clients. Shannon Mullen, 26, will head the unit.... Domecq Importers, Old Greenwich, Conn., said it may award its estimated $8 million Beefeater gin business as early as this week. Cliff Freeman & Partners, New York, is one of the contenders. Ten agencies are pitching the account, which FCB/Leber Katz Partners dropped this year....Blue Marble Interactive, New York, a unit of N.W. Ayer & Partners, is considering an initial public offering. It joins a number of other interactive shops that are considering testing the stock market (see story on Page 22)....Bijan of Beverly Hills, Beverly Hills, Calif., to Ground Zero, Santa Monica, for the $20 million account for its new Michael Jordan fragrance and toiletries. Bijan is also considering tying into Mr. Jordan's upcoming "Space Jam" movie....Jeffrey Dearth, 45, to senior VP overseeing sales and marketing for Internet Co., Cambridge, Mass., from magazine group president at Mecklermedia Corp., Westport, Conn.... Miller AutoMart, Van Nuys, Calif., to Gould Advertising, Los Angeles, for the new chain of used-car superstores' account....Omnicom Group is set to close its acquisition of Ketchum Communications, Pittsburgh, May 31.... Bristol-Myers Squibb Co., New York, to Wells Rich Greene BDDP from J. Walter Thompson USA, Chicago, for its $10 million to $15 million Mead Johnson Adult Consumer Group account....Warnaco Group has entered into an exclusive 90-day agreement with an investor group headed by former Maine Gov. John R. McKernan Jr. to develop a proposal for the purchase of the Hathaway trade name and its manufacturing facilities.

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