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Tommy Girl gets a makeover

Tommy Hilfiger is putting his squeaky clean name on an expanding line of cosmetics. Estee Lauder's Aramis division already does Tommy Girl fragrance and last fall tested lipstick. Now, it's working on nail polish. And Tommy Girl bath and body products will come early next year. Tommy isn't the only big name with designs on cosmetics: L'Oreal's Cosmair is prepping a line for Ralph Lauren.

George hates everyone equally

The sports biz is abuzz that George Steinbrenner signed his 10-year, $95 million sponsorship with Adidas America to spite Greg Murphy, Major League Baseball's national marketing chief. But insiders say the Yankee skipper courted athletic apparel marketers long before Murphy came in last spring. Three years ago, Dallas Cowboys owner Jerry Jones is believed to have arranged a meeting between his pal George and Apex One, a once-prominent player in sports licensing. No deal came to pass. So does George have it in for Greg Murphy? "George doesn't like anyone," says one MLB mktg. exec, "so I guess [Greg] gets along with him as well as anybody."

Rosie disposition for giveaways

"The Rosie O'Donnell Show" is schlepping more products than most infomercials. Today's product placement is Lucky Charms. General Mills and Saatchi & Saatchi have provided the Queen of Nice with a St. Patty's potpourri of goodies including a 20-oz. box of the marshmallow-filled cereal, a clover baseball cap, a clover-shape spring toy and a year's worth of Lucky Charms for one sugar-tolerant studio guest. General Mills is getting away cheap. After Rosie gave Warner-Lambert's Listerine a plug last month, W-L announced it would pay $1,000 to Rosie's For All Kids Foundation for each show guest who kisses Rosie, through the end of the TV season. And after Rosie talked up her Philips Magnavox WebTV, Philips showed up to give the $330 Internet terminal to each of the 178 people in the studio audience.

Bye to Bay, hi to Motown

Pat Sherwood's move last week from Goldberg Moser O'Neill, San Francisco, to managing director of DMB&B/Detroit marks the sixth time Sherwood has left the employ of Fred Goldberg. Sherwood isn't one to stand pat. But can he stand Detroit? Sherwood ran Kia at GMO, and his parting shot was an upcoming spot where a couple spins a globe to choose where to take their Sportage SUV. When the globe stops at Detroit, they decide to spin again.

Compaq adds . . . Rogge casts net

Compaq watchers say the company is searching for a global ad boss, possibly someone with agency experience, to report to new marketing chief David Middleton. . . . The casting call for creative director is expanding at troubled Rogge Effler/Santa Monica. Among names bandied about: Lois/EJL's Rick Colby, Fathom's Larry Kopald and Steve Beaumont, who seems quite content in his post at Dailey/LA. Don Effler wants to wrap up a deal soon.

Compiled by Bradley Johnson with news from Alice Z. Cuneo, Mark Gleason, Jeff Jensen, Keith J. Kelly, Carol Krol, Laura Petrecca and Pat Sloan.

Got an Adage? Tell Brad by phone, (213) 651-3710, ext. 111; fax, (213) 655-8157;