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Glaxo Wellcome narrowed the contenders for its $90 million direct-to-consumer media account from about 20 invited agencies to a handful, including Zenith Media, J. Walter Thompson USA, D'Arcy Masius Benton &|Bowles/TeleVest and Media Edge, all New York, and Western International Media, Los Angeles.

William C. Lyddan Jr. to CEO of Brouillard Communications, New York, from president, succeeding James Foster on July 1. Mr. Foster remains chairman.

K-III Communications Corp. is searching for a president for its consumer magazine division, a new post.

International Dairy Queen heard presentations from contenders in its $25 million review last week.

Coty is planning to launch Gossip, a fragrance by columnist Cindy Adams, this fall via one of its agencies, which include Jerry & Ketchum and the Seiden Group, both New York.

Ziff-Davis is expected to announce a major expansion of its TV programming. The ZDTV division now produces a daily show on MSNBC and has been developing another show.

Copyright May 1997, Crain Communications Inc.

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