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What a fiasco at the Magazine Publishers of America's Kelly Awards dinner in Chicago. The MPA announced Goodby Silverstein as winner of two of four categories and then of the $100,000 grand prize, each time shining the spotlight on the exuberant Goodby table. But then no one came up to accept that big-bucks prize for Porsche work (see related story on Page 42). The supposed Goodby table was filled by unamused Wieden & Kennedy sorts who, basking in Goodby's spotlight, pretended to be the big winners. A show staffer conferred with the table, and shortly after the event's hosts closed the affair with little explanation. Banquet attendees were bewildered. Was the award-laden agency just too good to show up? Not at all, says Rich Silverstein. Six creatives were to attend; five got stuck on work, and the sixth was ill with food poisoning and watching the Bulls game in his hotel. That left no one from Goodby. "It was a stupid thing. It will never happen again," Silverstein says. "I'm going to make it up to the Kelly people." The agency's taking out a NY Times ad to apologize and sending a crew to a Kelly lunch in NY. "There's no arrogance to this," Silverstein says.

Advertisers may be pleased by ABC's decision to return "Murder One" to its prime-time lineup next year, but there's one set of eyeballs they shouldn't count on reaching. Playboy founder Hugh Hefner is a fan-several scenes were shot outside his famed LA mansion-as is daughter & company chief . While Hef happily sells ads in his mag, it seems he isn't a big fan of commercials. Staffers tape his favorite shows and edit out ads before passing the tapes along to the boss. The rest of us have to rely on the fast-forward button.

When Adcom-owned N.W. Ayer in March said Ayer managing partners Martyn Straw and Mark Fenske were leaving to form an Adcom-controlled boutique called Golden Process, many figured that was a front to get them out of there. The duo insisted they were creating a new kind of agency and already had an unspecified client. Two months later, Golden Process has no phone number nor its own office space. Ayer referred our calls to Straw and Fenske, who at press time hadn't returned calls left at Fenske's home and on Straw's voice mail at Ayer. Industry execs say Fenske, a creative director, is spending time at his LA production house, the Bomb Factory.

Ketchum/LA, scrambling to keep the $120 million Acura biz now in review, is scouting for car talent to run the pitch. .*.*. On-the-block Petersen Publishing says it's been contacted by "every major player in publishing." No decision likely till end of summer. .*.*. Apple Computer booster Guy Kawasaki, speaking to software developers, said he's thrilled to work for tech-adept CEO Gil Amelio, "whose idea of R&D is not putting 64 ounces of sugar water in a clear plastic bottle." So much for the legacy of ex-Apple and Pepsi boss John Sculley.

Compiled by Bradley Johnson with news from Alice Z. Cuneo, Scott Donaton, Mark Gleason, Junu Bryan Kim and Pat Sloan.

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

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