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China is a BIG country that gets to celebrate the new year with a BIG Coke bottle. Depictions of Coca-Cola's famous bottle adorn a 26-story office building in Shanghai, timed to the Chinese New Year. "Our business grew 20% last year. . . . This sign adds fun to everyone's life during this festive season," says Coca-Cola China Ltd. Exec VP Steve Chan. D'Arcy Masius Benton & Bowles, Hong Kong, even created a TV spot touting the towering sign. Closer to the U.S. of A., Mexican fast-food lovers can avoid that limp slice of pickle that typically rides atop a burger by ordering the new McMexicana, a beef patty topped with guacamole. McDonald's Mexico plans on using 131/2 tons of quacamole a month, enough to make more than 400,000 McMexicana burgers. Leo Burnett, Mexico City, created a launch TV campaign.

Helping keep A's

safe at home

Baseball enthusiast and Bay area agency heavyweight Jeff Goodby is stepping up to the plate to help keep the Oakland A's from leaving town. Goodby and partner Rich Silverstein built their reputations with a "Billy Ball" campaign named for the A's manager at the time, Billy Martin. Now, Goodby is lending his marketing reputation to a group of investors pitching Major League Baseball owners. Though Goodby says he and Silverstein might even do some ads, don't expect him to pony up much cash. "My wife is OK" with buying season tickets, he says, but otherwise, "I don't have money lying around to buy baseball teams."

Going. Going.

Gone (but not far)

Luana Floccuzio is mum about her plans after she leaves General Motors March 31 as a dir. in marketing and advertising on corporate strategy in North America, but she may not land far from GM. She's said to be taking some time off to visit relatives in Italy. After that, there's speculation Floccuzio could head the Detroit office of N.W. Ayer & Partners, which handles GM's corp. acc't. She would be succeeding Dannielle Colliver, who's expected to depart in several months to join her husband in North Carolina.

Tina on holiday

. . . 'Dressed' up

Spotted early last Tuesday morning at New York's LaGuardia Airport: bleary-eyed, makeup-free editrix Tina Brown and her safari-hat-wearing hubby Harold Evans, trailed by their kids. Looked like the usually glam fam was off for a little R&R, but two journalists with coach-class tickets were unable to follow them into a private lounge to ask. . . . Tagline for the new campaign of the Tailored Apparel, Jewelry & Accessories Council, which wants you to dress a little less casually (see story on Page 22), is "It's time to get dressed." Sound familiar? Maybe like FCB/SF's longtime theme for Levi Strauss' Slates dress pants: "Time to get dressed"? . . . Most magazines don't throw parties for departing editors. But bad-boy bible Maxim isn't most magazines. After first insisting that Mark Golin hang around for more than a month after he accepted an offer to edit rival Details, the cheeky title is now giving him the boot. Maxim will host a "Get-the-hell-out-of-here-ya-bum" party this Friday at a New York steak house.

Compiled by Dan Lippe with news from Normandy Madden, Bill Britt, Alice Z. Cuneo, Jean Halliday and Scott Donaton.

Got an Adage? Tell Bradley Johnson by phone, (323) 651-3710, ext. 111; fax,

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