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(July 2, 2001) -- Interpublic Group of Cos. last month applied for a service mark with the U.S. Patent and Trademark Office for the name Magna Global to be applied toward advertising agency services including advertising, marketing, media and art design.

Interpublic executives wouldn't confirm the name or how the services will fit into the holding company's four pillars of its restructured organization, but one executive with knowledge of the company said its affiliated agencies and reporting lines were still being determined.

Some executives speculated Magna would be the updated name for the True North Communications network, although others believe Magna will have a role within Interpublic's fourth unit, currently under the working title of Advance Marketing Communications.

The Advance unit is expected to include a wide range of specialty marketing units from sports marketing to training services. Because Interpublic has begun the trademark application process for Magna but not for Advance, another executive believes Magna will be the new name for the Advance unit.

Interpublic also has registered for a URL for, which will be managed from the U.K., according to -- Kate MacArthur

Copyright July 2001, Crain Communications Inc.

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