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Lane Bryant and Bijan Fragrances are paying homage, each in its own way, to the (fuller) female form in new marketing pushes. The Limited's plus-size retail chain is planning another fashion show Webcast, this time set for Feb. 2 and debuting the Cacique collection of intimate apparel. "Veronica's Closet" cast member Kathy Najimy is featured in the runway show ( and supporting ads created by an in-house team led by EVP-Mktg. Chris Hansen. Scent seller Bijan, meanwhile, grabs attention with ads from Ground Zero, Marina del Rey, Calif., starring Chairman Bijan Pakzad and his new model Bella!. Such ploys aren't new to Pakzad, who once braided $20 million in diamonds into Bo Derek's hair for a Bijan ad.

Beautiful recall from Roberts

When it comes to spokesmodels, Stone Roberts knows whereof he speaks, and last week he was speaking on the E! cable network's "Hollywood True Story" biography series, which was featuring Jennifer O'Neill. During his three decades in the agency world -- beginning at long-gone SSC&B and today as chairman of Gotham, NY -- Roberts has helped a bevy of models and actresses make the jump to beauty-ad endorser. Roberts tells Adages that O'Neill was among the first he hooked up with advertisers, in her case Cover Girl. With Gotham handling Maybelline, one of his latest finds was Sarah Michelle "Buffy" Gellar. "The business is approached in a totally different way today," Roberts says. "In those days, a model was a model, and you built brands out of the model. Most of the girls today already are brands . . . they have more depth and breadth" when they first come into advertising.

A oui change to Coke ad in Canada

Coca-Cola Co.'s strategy to reach consumers where they live, with ads that relate to particular locales (AA, Jan. 17), is even sensitive to the great divide in French Canada. Outside Quebec, the Coke Classic spot features a girl singing "O Canada." But Quebecois, instead of the anthem, see another classic Canadian image -- a hockey player scoring a goal.

Dotcom-munists press invasion, P&G's new customized beauty-care e-commerce venture (AA, Nov. 8), is petaling a new level of relationship marketing. Customers who order products from the site get flowers from about a week after their initial purchase, along a "thank you" note bearing the slogan "You came. You saw. You created." . . . Advertising seems to be high octane fuel for, a car info site. Its traffic jumped 183% for the week ended Jan. 2, 114,000 unique visits vs. the prior week, according to Media Matrix. Edmunds started its first-ever ad campaign in late December from Suissa Miller, Los Angeles. . . . A total of 2,733 U.S. corporations took new names last year, up 42% from '98, according to an annual survey by Enterprise IG. One of the trends spurring the "explosion in corporate name changes," says Chairman Jim Johnson, was "the conversion of many smaller companies' names to `dot-com.' " Shades of things to .com.

Got an Adage? Tell Dan by phone, (312) 280-3109; fax, (312) 649-5331; or e-mail, [email protected]

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