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Quaker Oats Co. Chairman-President-CEO Robert Morrison is planning a major reshuffling of the corporate ranks at Quaker Oats Co. by the end of this month, Crain's Chicago Business reports Monday. The shakeup would likely impact the posts of Exec VP Douglas Mills of the U.S.-Canadian Quaker foods unit and James Doyle, exec VP of the Gatorade worldwide business.

Tommy Hilfiger to Arnell Group Brand Consulting, New York, from Toth Design & Advertising, Concord, Mass., as agency of record after a review for the estimated $20 million to $30 million creative account.

3DO is said to have contacted agencies about handling its estimated $5 million videogame account.

Microsoft Corp. Chairman Bill Gates, in the latest sign of a strategy to present a softer image, is appearing in a self-effacing ad for Callaway Golf Co. from Dailey & Associates, Los Angeles, that broke March 8.

Coors Brewing Co. is testing a citrus-flavored line extension called Zima Citrix.

Goodyear Tire & Rubber Co. to McCann-Erickson Worldwide, Miami and Hong Kong, from Leo Burnett Co. for its $40 million account for Asia and Latin America.

Leap Group, Chicago, posted net income of $133,000 for the quarter ended Jan. 31, after reporting losses of $3 million for the previous quarter, and a net income of $614,000 for the first quarter a year ago.

1-800-FLOWERS to Kirshenbaum, Bond & Partners, New York, from McCann-Erickson Worldwide for the $17 million account.

Cadbury Schweppes to Foote, Cone & Belding, Chicago, from Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, for A&W root beer creative.

Copyright March 1998, Crain Communications Inc.

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