LOCKARD, SFM LINK TO CREATE DIRECT AGENCY

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Real Time Direct, Irvington, N.Y., is being created from a partnership of Lockard & Wechsler and SFM Media, New York. The new direct response agency has Pitney Bowes and MCI WorldCom as clients, and billings of more than $20 million. SFM, one of the largest media service companies in the U.S., is jointly owned by French communications giant Havas and Madrid-based Media Planning Group. Lockard & Wechsler was founded in 1967 by Arthur Lockard, who sold the company to Richard Wechsler in '96.

Century Direct is the new name of Williams Direct, Santa Monica, Calif. "Century Direct better reflects who we are as a company and where we are going in this industry," Century Direct Exec VP Gerald Bagg said in a statement. "When we were acquired by Century Media earlier this year, we set out to expand and diversify the company's services and capabilities." Century Direct added an Internet marketing division in June. Its capabilities include Web site design and production, and online media placement.

Experian, Orange, Calif., launched List OnLine, its first online ordering and fulfillment tool for consumer demographic and business lists. List OnLine allows marketers to obtain list counts, place and pay for an order, and download lists directly to their personal computers. It can be accessed through Experian's Web site (www.experian.com).

Penton Lists, a unit of Cleveland-based Penton Media, took over list management responsibility for Midrange ERP, formerly owned by MFG Publishing. Midrange ERP targets decisionmakers at midsize manufacturing companies who use enterprise resource planning software to manage business information. Penton Media acquired the assets of MFG Publishing in March.

Philips Consumer Electronics chose Tyee Media, the media buying division of Portland, Ore.-based Tyee Group, as its direct response media buying agency. Tyee has worked with Philips for the past six years on direct response TV work, including eight infomercials and two spots. The agency has handled direct response TV campaigns for Bissell, Corningware, Hamilton Beach, Hewlett-Packard Co., Home Depot, Panasonic and Philips/Magnavox.

OgilvyOne Worldwide, New York, created O Technologies, an online information technologies company in France. OgilvyInteractive has a 30% interest in the new company, whose clients include France Telecom, IBM Corp. and LVMH. The O Technologies start-up team of eight telecom engineers is based in the Paris

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