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True North Communications' Foote, Cone & Belding opened eBusiness Strategies Group in San Francisco to move brand-marketing clients into the online world and help tech marketers to build brand franchises. Heading the consulting operation as director is Jane Gardner, 50, formerly exec VP-group management supervisor on Amazon.com. Dominic Whittles, senior VP-group management supervisor, succeeds her on Amazon.

Geoff Thompson, chairman of FCB, San Francisco, said while the group can go after numerous Internet accounts, the diversifying Amazon.com will block it from some. Mr. Thompson, who sees this as "an opportunity to reinvent the agency model," said there are Web opportunities in the services and financial arenas.

Drugstore.com ads greater than sales

Drugstore.com's initial stock offering last week gave the e-pothecary a first-day stock market worth of $2.1 billion.

Drugstore.com in the six months ended July 4 posted a loss of $30.4 million with sales of $4.2 million and ad spending of $9.2 million.

Free promotional advertisements are ahead through agreements with investors Amazon.com, Rite-Aid Corp. and Paul Allen, who will advertise the site on his cable systems.

Oxygen Media, Markle to research women

Oxygen Media, the Web- and TV-based women's network, and the Markle Foundation, a private, non-profit group, teamed up on a research project dubbed Oxygen/Markle Pulse to track and measure women's opinions, attitudes, needs and values. The study will be conducted by opinion research company Penn-Schoen & Berland and will be available through Web site oxygen.com.

Chat . . .

Walt Disney Co.'s portal is Go.com -- precisely what another Disney Internet executive is doing. Tim Zuckert, VP-sales and marketing at Disney Interactive, Glendale, Calif., jumped to start-up electronics and music retailer 800.com, Portland, Ore., as VP-marketing. The first order of business: Hire an ad agency for the estimated $25 million 800.com account. Mr. Zuckert's exit follows that of Jake Winebaum, who quit in June as chairman of Disney's Buena Vista Internet Group to pursue venture capital dealmaking. . . . EarthLink and new agency BBDO West, Los Angeles, are testing a TV campaign in several markets. Internet service rival MindSpring Enterprises, meanwhile, will boost spending by $45 million-to-$55 million to speed up growth over the next three quarters. MindSpring originally planned to spend 20% of revenue, which more than tripled in the second quarter to $85.6 million. Fallon McElligott, New York, handles MindSpring. . . . Dan Stone, exec VP at Turner International, left to join e-business developer Scient, San Francisco. Mr. Stone, a founding member of the Internet Advertising Bureau, will head a new division at Scient that is focused

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