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Bongo to Gyro Worldwide, Philadelphia, as the denim and sportswear marketer's first agency.

Boston Beer Co. Monday is breaking a TV campaign for Samuel Adams beer in the Northeast, select spot markets and cable. Carmichael Lynch, Minneapolis, handles.

Walt Disney World to Leo Burnett Co., London, from Saatchi & Saatchi and TMD Carat, for its creative and media account in Europe.

Sony Computer Entertainment, Foster City, Calif., has spun off its in-house PlayStation and PC games software division, Sony Interactive Studios America, into a stand-alone unit with its own marketing department. TBWA Chiat/Day, Venice, Calif., handles PlayStation.

TeleCorp to Gotham, New York, as first agency for the estimated $10 million account for the wireless personal communications service, set to be launched in late 1998.

Bronner Slosberg Humphrey, Boston, will open a 65-person New York office Monday.

Eugene F. Bartley Jr. to the new post of president of North American operations for Bozell Worldwide, from president, New York operations.

Copyright April 1998, Crain Communications Inc.

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