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NEW YORK-Sherry Baker has been named president of beauty marketer Halston Borghese North America, succeeding David Horner, who remains a consultant.

She most recently was president of Swarovski Jewelry, where she established an aggressive brand and marketing strategy.

Ms. Baker previously was with Revlon Consumer Products Corp., Colgate-Palmolive Co., Charles of the Ritz Group and Unilever U.S.

She is best known for directing Unilever's successful 1987 introduction of Elizabeth Taylor's Passion fragrance, which today is one of the top 10 department store fragrances. The brand's success spurred creation of additional ET fragrances and products, including the White Diamonds scent.

At Unilever, Ms. Baker was general manager of the Erno Laszlo and Parfums International brands and oversaw the acquisition of the White Shoulders fragrance.

Other people moving:

Ronald Zebeck, 39, to president, a new post at Fingerhut Financial Services Corp., Minneapolis, from managing director-credit card operations, General Motors Corp., Detroit. Mr. Zebeck, who launched the GM Card in 1992, resigned last year. He will oversee Fingerhut Cos.' co-branded card test plus other products.

Michael Trautschold to VP-corporate marketing services, a new post at ConAgra, Omaha, Neb., from director of marketing development. He assumes some responsibilities of Scott Rahn, VP-corporate development, who left.


NEW YORK-Richard Ellenson has joined Milton Samuels Advertising in the new post of executive creative director, from VP-associate creative director at Saatchi & Saatchi Advertising.

Milton Samuels' clients include Brother International, SPA Natural Spring Water and the Prisma Group.

Mr. Ellenson, who most recently worked on the General Mills account at Saatchi, spent his first year in the creative arena working in the late 1980s on the "Do you know me?" campaign for American Express Co. at Ogilvy & Mather.

Mr. Ellenson, who said he wanted to move to a smaller agency, is also directing a pilot for a British TV series slated to air later this year.

Other people moving:

Roy Haddad to ceo, Tihama Al Mona International, Jeddah, Saudi Arabia, from chief operating officer. He succeeds Talal Dhulaymi, who's leaving the agency.

Jacques Bille, 49, to president, European Advertising Tripartite, Paris, while remaining VP, French Association of Advertising Agencies. He succeeds Fernando Santos, who's retiring.

Jose Manuel De Jesus, 34, to president-ceo, Quadrant II, a new Brooklyn, N.Y.-based marketing, public relations and TV consultancy, from account supervisor-Hispanic and general market public relations, UniWorld Group, New York.

Michael Sutherland, 59, is resigning as chairman of the Direct Marketing Association, Brussels, effective June 1. The board is to vote on a replacement May 2. Mr. Sutherland will focus on IDEM, Geneva, his direct marketing and business consultancy.

Peter Greene, 47, resigned as exec VP-director of account management and account managing director at Young & Rubicam, New York, where he worked on the First Brands and Du Pont Co. accounts. A successor is expected to be named later this month. Also: David Sable, 40, to exec VP-account managing director, a new post on the U.S. Postal Service account, from senior VP.

John Citron, 58, exec VP-finance and administration at Backer Spielvogel Bates Worldwide, New York, is retiring. He won't be replaced.

Barry Chalfin, exec VP at Cosmopulos Crowley Daly, Boston, said he will leave in the next few months and sell his equity to President Peter Kostopoulos and Chairman Harry Daly. Mr. Chalfin will provide marketing consultation to a new addiction-therapy program offered by Lenair Corp., Danvers, Mass.

Scott Sorokin to senior VP-group creative director, a new post at Grey Advertising, New York, from VP.

Michael Asphar to senior VP-creative director, a new post at FCB/Leber Katz Partners, New York, from VP. Also to senior VP from VP: Meryl Freeman, associate research director; Scott Rosenblitt, creative director; and Lewis Kuperman, executive producer.

Alan Lieberman to VP-management supervisor, a new post at Keroff & Rosenberg, Chicago, from group account supervisor.


NEW YORK-Mark Mandala, 56, president of the ABC Television Network, said he will retire May 1.

His responsibilities included supervising sales, affiliate relations, affiliate marketing services, sales development, network operations, program administration and public relations.

Capital Cities/ABC won't replace Mr. Mandala but will consolidate his responsibilities under Bob Iger, president of the ABC Television Network Group and exec VP of Cap Cities.

Other people moving:

Lee Rosenbaum, 33, to publisher, Discover, from western sales manager. He will relocate to New York from Los Angeles. Mr. Rosenbaum succeeds Michael Rooney, who takes the title of group publisher, Field & Stream and Outdoor Life.

Mark McDonald, 38, to group publisher, a new post at Family Life and Men's Journal, New York, from publisher, Men's Journal.

Ross Levinsohn, 30, to director of production and marketing enterprises, a new post at Home Box Office, New York, from manager of sports and original programming publicity as well as corporate marketing and public relations director of Time Warner Sports.

Lynn Picard to senior VP-sales, Lifetime Television, New York, from VP-business development, ESPN. She succeeds Guy Sousa, to senior VP-sales director Fox's F/X cable network.

Kenneth Orton to president, a new post at Preview Media's Preview Vacation Bargains, San Francisco, a TV show that sells vacation travel packages, from VP-general manager, American Express Co.'s Epsilon office. He will develop a database of customers to market other Preview Media products. Julie McGowan, 35, to advertising director, The New Yorker, from publisher, Family Life. She succeeds Lance Ford, now advertising director, Bon Appetit.

Helene Bliberg, 38, to VP-communications, a new post at the CBS Radio Division, New York, from director of communications.

Andrew F. Costello Jr., 46, to editor, Boston Herald, from managing editor. He succeeds Alan S. Eisner, who left in March.


ELKO, Nev.-Frank Wells, president-chief operating officer of Walt Disney Co., and two other people died April 3 in a helicopter crash during a skiing expedition in the Ruby Mountains near here.

Mr. Wells, 62, was a behind-the-scenes executive who, with high-profile Chairman Michael Eisner, joined Disney in 1984 and turned around the entertainment giant. Mr. Eisner assumes Mr. Wells' duties.

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