AT&T NAMES MODEM MEDIA INTERACTIVE AGENCY OF RECORD; TATHAM GOES INTERACTIVE; U S AVENUE ADDS ADVERTISERS; PHONE, FAX AND 'NET FROM AMERITECH;

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AT&T late last week named Modem Media, Westport, Conn., agency of record for interactive media. Modem beat out four of AT&T's five core agencies in the review, including New York-based N W Ayer & Partners and Young & Rubicam, which were eliminated in February, and McCann-Erickson Worldwide, the other finalist. Modem will place all AT&T advertising in interactive media, including computer online services and CD-ROMs. The agency also will serve as a consultant to AT&T and will work in conjunction with AT&T's other agencies to develop strategy and creative for interactive advertising. Modem has done interactive project work for AT&T for several years.

Tatham Euro RSCG last week opened Tatham Interactive, a unit that will conduct online research and create Internet marketing campaigns for clients. The cornerstone of Tatham Interactive is an alliance with American Information Systems, an Internet access provider that will be housed in Tatham's Chicago office. Tatham also opened an Internet home page, http://www.ais.net/tatham.

U S West Interactive Video Enterprises added three marketers to its U S Avenue interactive TV shopping service. The marketers, Lands' End, Book-of-the-Month Club and Colonial Penn Insurance, will create applications that will be tested on Time Warner's Full Service Network and U S West's upcoming Omaha trial.

Ameritech this month begins testing a package that combines computer and communications services-including Internet access-in one telephone line. The test, to be conducted in Champaign-Urbana, Ill., targets small office and home office customers.

Other news:

America Online today unveils the first participants in its Greenhouse content development program.... Ziff-Davis Publishing Co. will introduce ad-supported CD-ROMs based on Computer Life and PC Week this spring.... SW Networks, the radio syndicator formed by Sony Software and Warner Music Group, will open several Web sites next month....Scott Kauffman, 39, was named VP-consumer markets, a new post at CompuServe, Columbus, Ohio, from VP-business development at Time Warner Interactive, New York.

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