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Patricia Haegele to president, Newspaper National Network, a division of the Newspaper Association of America, Reston, Va., from VP-general manager.

Stephen A. McNeely, 49, to president, Keystone Communications, Culver City, Calif., from president-CEO, Patrick Media Group, Chicago. He succeeds Peter Marshall, 54, now vice chairman.

Bob Johnson, 52, to exec VP-director of client services, Goldberg Moser O'Neill, San Francisco, a new position, from VP-marketing, Dreyer's Grand Ice Cream, Oakland, Calif. Tyler Johnston, 43, formerly director of new products, succeeds Mr. Johnson. Also: Pat Sherwood, 44, to exec VP-new business director, from senior VP-account director, EvansGroup, Seattle.

William Melnick, 44, to exec VP-director of media services, Tierney & Partners, Philadelphia, from senior VP-director of media services.

Tom Wharton to senior VP-general manager, interactive and database marketing, Poppe Tyson, New York, from chief financial officer. Also: David Carlick to exec VP-interactive business development, Mountain View, Calif., from senior VP-general manager.

Maryann Thompson to senior VP-associate director of national broadcast, Wells Rich Greene BDDP, New York, from VP-associate director of national broadcast.

Mary Obana to VP-marketing, Keds Corp., Lexington, Mass., from director of strategic planning, Coca-Cola Co., Atlanta.

Fred Shea to VP-sales operations, Hyatt Hotels Corp., Chicago, from assistant VP-national sales.

Jerry Noonan to VP-general manager, consumer business North America, Polaroid Corp., from senior VP-marketing, Nabisco Biscuit Co.

Sid Meltzer, 47, to VP-associate creative director, Wunderman Cato Johnson, New York, from creative supervisor. Also: Shelly Huttner, 44, and Barbara Sirinek, 49, to VPs from broadcast supervisors.

Luanne Calvert, 33, to media director, Black Rocket, San Francisco, from media director, Citron Haligman Bedecarre.

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