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If you're going to be chairman of the Assoc. of National Advertisers, you gotta switch your day job. Seems to be part of the drill. Last year's chair, John Costello, jumped from selling shirts at Sears to selling cars at Republic Industries. The year before, Chairman Jim Garrity switched from Compaq to First Union. Joe Tripodi takes over as ANA chair this fall. So big surprise, huh, when Tripodi left last week as MasterCard exec VP to be chief marketing officer at Seagram's booze and wine group? Given this curse (or blessing) of the ANA chair, Adages earlier asked the 10-year MasterCard vet where his next gig was gonna be (AA, Dec. 21). "Rumors of my imminent demise are greatly exaggerated," he replied. "As everyone knows, there are some things money can't buy, and for everything else there's MasterCard." Such a card.

It's not exactly Star Wars

Burger King will plow its summer movie promo budget into a big promotion around Warner Bros.' "Wild Wild West," say execs close to the companies. Neither would comment. BK ties in with the make-over of the '60s TV show as McDonald's readies its summer promo with Disney's "Tarzan." Both promos (and flicks) could get trounced by the blowout summer movie promotion from Tricon Global Restaurants and its deal with Lusasfilm's "Stars Wars: The Phantom Menace, Episode 1." Executives expect Tricon to spend a record amount -- perhaps $50 million -- on "SW" ads to drive customers to pick up tchotchkes at KFC, Pizza Hut and Taco Bell.

Mason's $1.35 mil part-time gig

After he exits as True North CEO, Bruce Mason will continue to get full-time pay of $1.35 million a year plus benefits in return for part-time work through Aug. 2001, according to details of his contract disclosed in a TN proxy. Pay for Mason, 59, then will fall as a TN part-time worker and director to 45% of pre-retirement pay until age 65 -- more than $500,000 a year. Meanwhile, David Bell, Mason's successor, had a contract as of last year at TN's Bozell through March 2001 with base pay of $800,000 a year plus bonuses and options.

Chic TV . . . Imagine this

Chic by H.I.S. jeans returns to TV with a spot that Amodeo/Pettit shoots this week. The spot is being choreographed by Anne Reinking and will feature Gwen Verdon, Charo and dancers from the casts of "Chicago" and "Fosse." It's going to show women of all ages and sizes dancing in Chic jeans. Tough to dance with skintight Chics? Agency prez and creative dir. John Amodeo says: "Anne Reinking assures me the tighter, the better." Ads break this fall. . . . Mercury may drop the channel-surfing "Imagine TV" ad theme it's had since fall '97 for this fall's launch of the 2000 Sable. "We're looking at a lot of different formats" for the ads, says Sable brand manager Tony Picarello. . . . Michael Perlis, who joined Ziff-Davis as prez of ZD Publishing in Nov., will get at least $650,000 plus incentive bonuses per year through Dec. 31, 2001, according to contract details in a ZD SEC filing.

Compiled by Bradley Johnson with news from James B. Arndorfer, Mercedes M. Cardona, Wayne Friedman and Jean Halliday.

Got an Adage? Tell Brad by phone, (323) 651-3710, ext. 111; fax, (323) 655-8157;

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