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(July 6, 2001) -- Covered Bridges, a name that Interpublic Group of Cos. trademarked in 1997, is now being trotted out as the moniker for a new interactive TV venture being launched by Interpublic and Liberty Livewire, a TV post-production and programming distribution company.

The joint venture is being lead by Interpublic shops McCann-Erickson WorldGroup, New York, and Universal McCann, its media buying and planning agency. The venture will be dedicated to researching and developing interactive advertising and programming services.

Bruce Nelson, executive vice president and chief marketing officer of Interpublic, and Bill Airy, vice president-interactive services, at Santa Monica, Calif.-based Liberty Livewire, negotiated the deal. Kathleen Mulhern, formerly a project associate in McCann-Erickson's WorldGroup Ventures, was named managing director of Covered Bridges.

According to the new partners, the strategic alliance is a non-exclusive venture. -- Richard Linnett

Copyright July 2001, Crain Communications Inc.

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