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Foote, Cone & Belding, San Francisco, set up an event marketing unit within FCB Direct to handle trade shows and relationship marketing.

Guess? Inc. is sponsoring the Guess? Independent Film Tour, visiting more than 200 colleges through June. Schools can choose from a variety of acclaimed independent films; more than 600 screenings are planned.

Denny's signed on for its second consecutive year as a major sponsor of the Harlem Globetrotters. The restaurants will offer free basketball clinics for kids, along with 100 free tickets to deserving youths for games in 60 markets in 1997. A two-month promotion begins at Denny's in February offering miniature basketballs for purchase.

MCI Communications Corp. will team up with NBC's new daytime soap opera, "Sunset Beach," for a major promotion during the February sweeps. It will involve MCI's 1-800-COLLECT and a sweepstakes with a trip as the grand prize. A radio campaign in 25 markets supports, via Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York.

GTE Corp. signed a five-year deal to be exclusive title sponsor of the new,

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