SHE SELLS, SEE CELLS BY SEASHORE

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How far will AT&T boss Mike Armstrong go to save a buck? Consider how AT&T recycled last year's corporate brand spot -- "Girls Just Wanna Have Fun" -- for reuse hawking the new Digital One Rate wireless service. Y&R did last year's spot, showing working Mom & cell phone going to the beach with her girls. FCB is AT&T's wireless agency, but AT&T had Y&R re-edit the spot to push One Rate. Y&R cut in images of Digital One Rate's spiffy new Nokia phone, showing the device being slipped into a purse. But Mom, courtesy of the old footage, is seen on the beach using last year's cell phone.

Feeling a Draft inside Compaq

When Compaq fired Ammirati and hired DDB Needham for its global account last month, the computer maker said direct work would remain at Ammirati. That could change. Of course, DDB parental unit Omnicom would love to grab the biz. But even Ammirati owner Interpublic looks to be weighing options: IPG and Compaq are said to be talking about shifting the biz later this year from Ammirati to sibling shop Draft Worldwide. One plugged-in pal close to Compaq declined to comment, explaining, "I can't talk yet" about Draft's replacing Ammirati.

More reasons for Si to sigh

It hasn't been the easiest month for Conde Nast Chairman S.I. Newhouse Jr. First a scathing Fortune article on his CEO Steve Florio, then New Yorker Editor in Chief Tina Brown and Vogue Publisher Ron Galotti jump ship together to Miramax Films, and then last week a 48-story construction elevator tower collapses over the Times Square site that will house the Conde Nast empire, tying up traffic for days and killing an elderly neighbor. But wait, there's more. The day after the collapse, a Staten Island ferry crashed into a Manhattan pier, injuring 10 people. The ferry's name? The S.I. Newhouse.

$1.9 bil deal now only peanuts

Nabisco bought Standard Brands for $1.9 billion in 1981, getting rascally SB boss Ross Johnson along with SB's booze, candy and groceries, and setting in play Nabisco's sale to RJR and RJR's sale to Henry Kravis. So how much SB is left at RJR Nabisco? Well, peanuts. With last week's sale to ConAgra of Fleischmann's & Blue Bonnet margarine and Egg Beaters, about all that remains of SB is Planters nuts and Royal pudding.

Leo's Olds . . . Rosie's rejection

Leo Burnett is trying to figure out how to get an Olds into the waiting room of the mini-agency handling the account -- on the 29th floor of its Wacker Drive HQ in Chicago. . . . Kmart raised $3 million for Rosie O'Donnell's charities with the Rosie doll. So Kmart boss Floyd Hall says he approached Rosie about developing a line of clothes for women or kids, perhaps creating a Paul Newman-style enterprise where some proceeds go to charity. Rosie turned him down. Hall still hopes to sell Rosie on the concept.

Compiled by Bradley Johnson with news from Alice Z. Cuneo, Scott Donaton, Ann Marie Kerwin, Carol Krol, Judann Pollack and Beth Snyder.

Got an Adage? Tell Brad by phone, (323) 651-3710, ext. 111; fax, (323) 655-8157; or e-mail, brad@crain.com.

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