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When Blazing Paradigm pitched E Trade this spring, it portrayed the enemy: a lifesize poster of Charles Schwab with his hair ablaze. No go. Flash forward: The SF agency is one of three finalists in the pitch for the electronic trading biz of Schwab.

Wieden & Kennedy

& Nike & London

Wieden & Kennedy is sniffing around London with hopes of setting up an office. The lure: Nike, handled in the U.K. by Simons Palmer. Nike ad boss Geoffrey Frost visited London in late May amid rumours (this being Britain) that all is not swell on the U.K. account. W&K spots an opening to snare more shoe biz. Says a plugged-in observer: "There's big trouble in paradise, and of course [W&K is] knocking at the door."

Ex-Post facto, from nuts to soup

Margo Lowry, new-product development director at Kraft and star of its Post cereal advertising, is giving up her Post to be VP for new-product development at Campbell Soup. Lowry, creator of such bowl winners as Cranberry Almond Crunch and Banana Nut Crunch, also has her photo and a letter to consumers on the back of cereal boxes. (Did some Campbell executive read this sort of virtual resume over breakfast?) Post has pulled the plug on Lowry's perfect pitch.

New Grey boss, and a Lite motif

Tom Bedecarre has replaced Ed Meyer as chairman of Grey Advertising. Or so it seemed at last week's Effies, where the chairman of SF shop Citron Haligman Bedecarre was given a badge him as Grey chair. Embarrassed Effie staffers offered to change the badge, but Tom decided to keep his unexpected Grey gig for the night. Tom later forgot that you don't argue with the man holding the mike. He insulted host Richard Jeni for mispronouncing his name; the stand-up comic cracked wise at Tom's expense for the rest of the evening. . . . It was Miller Time at Fallon's Effies table, littered after the show with Miller Lite empties. Dick managed to miss the event.

This sucks . . .

ad madman

Hoover unveils its WindTunnel vacs in a Tuesday press event at the NY Palace Hotel. So what do the hotel's maids use? Hoover for tight corners, but Eureka for regular room cleaning. . . . Japanese agencies are scoping LA agencies, seeking alliances to go after Grey/ G2's Mitsubishi car account next year. . . . IDG is considering a TV program version of its best-selling "Dummies" computer books, but prez Kelly Conlin says there's no decision. "It's certainly being discussed along with about five dozen other possibilities to extend the brand," Conlin says. . . . "I have never met anyone as idiotic as an American adman," Benetton madman Oliviero Toscani told the NYTimes mag yesterday. "Or as smart." Our ads, he adds, look American-"overfed, oversexed, overpaid." . . . At an International Federation of the Periodical Press meeting in Tokyo, an interpreter got her cliches mixed up in referring to word-of-mouth as "mouth-to-mouth advertising." Just the thing to resuscitate a comatose brand.

Compiled by Bradley Johnson with news from Bill Britt, Joe Cappo, Mercedes M. Cardona, Alice Z. Cuneo, Scott Donaton, Carol Krol and Judann Pollack.

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

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