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McDonald's Corp. plans to spend more than $100 million this year on a new local brand-building TV campaign featuring Donna Summer. The campaign from Arnold Communications, Boston, broke in 12 Northeastern markets Feb. 26 and will be tailored to fit local needs throughout the year. "It's not just about price but a brand context, whether it was a new product, a value statement or a breakfast commercial," said Arnold Chief Operating Officer-Managing Partner Tom Lawson. For the spots, Ms. Summer re-recorded her hit, "She Works Hard for the Money," to say, "McDonald's gives you more for your money." The campaign also carries the national theme line, "Did somebody say McDonald's?" created by DDB Needham Worldwide, Chicago.

FCB axes about 30 in San Francisco office

Foote, Cone & Belding laid off almost three dozen employees, across all departments, in its San Francisco office. In a statement, the agency said the move was made "to bring our personnel in closer alignment to our current revenues." The office, with about 400 employees, last month lost some $60 million in Pillsbury Co. billings and also is in the process of reorganizing under new Chairman-CEO and Chief Creative Officer Geoff Thompson. The cuts follow the January layoff of 40 employees at FCB's Chicago office and an undisclosed number of layoffs in the New York office last month. Separately last week, FCB's New York office named Elizabeth Shanklin exec VP-worldwide account director on its AT&T Corp. account, from senior VP-group account director in the Chicago office. As AT&T account chief, she succeeds FCB New York Chairman Charlie Taney and reports to FCB New York President Jeff Tarakajian.

FTC prompts Winston to use disclaimer

R.J. Reynolds Tobacco Co. agreed to add a disclaimer to its "No bull" campaign stating that the fact Winston has "no additives" doesn't mean it's a safer cigarette. The disclaimer must appear on all Winston advertising for a year. Long Haymes Carr, Winston-Salem, N.C., handles. RJR's move settles a Federal Trade Commission complaint. The FTC said the "no additives" ads implied a health claim, and it accused RJR of deception. RJR said phrases such as "100% tobacco" and "no additives" weren't misunderstood by consumers, but it agreed to the change "in the spirit of cooperation."

O&M wins $30 mil int'l acc't for SmithKline's Oxy

SmithKline Beecham will move its $20 million to $30 million international Oxy skincare account to Ogilvy & Mather Europe after Grey Advertising resigned the account in preparation for the agency network's possible appointment to Procter & Gamble Co.'s $40 million Clearasil business. O&M and Grey are Smith-Kline Beecham global roster agencies. The marketer said the decision for Oxy to leave Grey had been reached "amicably."

Kellogg Europe chief exits amid other changes

Jean-Louis Gourbin, president of Kellogg Europe, left the cereal giant, taking the post of president at Groupe Danone's biscuit operation. Mr. Gourbin had been in the Kellogg Europe post only since September, when he was moved from president, Asia-Pacific. Alan Harris, president of Kellogg Latin America, will succeed Mr. Gourbin. Succeeding Mr. Harris is Gustado Martinez, now general manager, Kellogg Mexico and Central America. Also, Kellogg Co. made two changes in the U.S.: William Mayer, president of the Ensemble Functional Foods division, is moving to the new post of exec VP-new business development at the parent company; and Stephen Benoit, general manager, Nafta region, becomes president of the Ensemble unit.

Moloney named president of EMAP Petersen

Tom Moloney, 39, CEO of EMAP Consumer Magazines in the U.K., will relocate to New York as president-chief operating officer of EMAP Petersen. James D. Dunning Jr. remains chairman-CEO but relinquishes the president title. In addition as of April 1, John Baillie will become the company's chief financial officer, based in Los Angeles, while Richard Willis, current exec VP-CFO, leaves to become VP at Baylor University. Mr. Baillie will report to Mr. Moloney, who will report to Mr. Dunning.

'PC World' leads pack at Neal Awards

International Data Group's PC World won the Grand Neal Award at last week's Jesse H. Neal Awards Show, the business publications industry's salute to individual editors for editorial excellence. The magazine won for its entry, "Privacy in the Internet Age," a series on personal privacy online. The panel of judges, chaired by Marshall Loeb, editor of Columbia Journalism Review, also selected 23 Neal Award winners and 21 Neal Certificate of Merit winners. Among the winners: Cahners Business Information, which snared five Neal Awards; CMP Media, four Neal Awards and one Certificate of Merit; Ziff-Davis, three Neal Awards; and Bill Communications, two Neal Awards, two certificates. Other honors included the 1999 ABP Crain Award, to Alan Fredericks, VP-editorial director of Cahners Travel Group; and the McAllister Editorial Fellowship, to Karen Lynch, editor in chief of CMP Media's

Anthea Disney to head new TV Guide Inc.

United Video Satellite Group and News Corp. completed their deal merging TV Guide and the Prevue Channel. News America Publishing Group Chairman-CEO Anthea Disney will become chairman-CEO of the new enterprise, called TV Guide Inc. Gary S. Howard, chairman-CEO of United Video, will become a director of TV Guide Inc. News America Publishing President-Chief Operating Officer Joe Kiener and United Video President-Chief Operating Officer Peter C. Boylan III will both report to Ms. Disney. All three will oversee the company's three primary business units: TV Guide Magazine Group, TV Guide Entertainment Group and United Video Group. Mr. Kiener will now be president of TV Guide Inc. and chairman-CEO of TV Guide Magazine Group. Mr. Boylan, now exec VP of TV Guide Inc., will also become

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