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Two top agency execs shift jobs at O&M, JWT

Ogilvy & Mather Worldwide, a division of WPP Group, elevated Steve Hayden, 53, to the new post of vice chairman from president-worldwide brand services for IBM Corp.'s account. He now is creative partner to Shelly Lazarus, chairman-CEO of Ogilvy.

Mr. Hayden has headed Ogilvy's IBM account since late 1994. Before joining Ogilvy, he served as chairman of BBDO Worldwide, Los Angeles, overseeing the Apple Computer account.

Separately, WPP's J. Walter Thompson, New York, appointed Michael Campbell exec VP-exec creative director. Previously, he was exec VP-senior creative director at BBDO New York, a division of Omnicom Group. Mr. Campbell fills a long-vacant spot at JWT's New York office. Both moves were first reported last week on

G&J plans redesign

of `Family Circle'

Gruner & Jahr USA Publishing will redesign women's title Family Circle. The new look will hit newsstands in May, a G&J spokeswoman said. This year, G&J has redesigned YM, Child and American Homestyle. In April, G&J will publish Rosie, Rosie O'Donnell's revival of McCall's, as a joint venture with Ms. O'Donnell's KidRo Productions.

Advance Publications taps

Fox to head up golf titles

Advance Publications tapped Mitchell Fox to be president-CEO of the golf-related properties it acquired from The New York Times Co. Mr. Fox, 45, had been exec VP of corporate sales. He will be replaced by Steve Binder, 38, who was promoted to senior VP-corporate sales from VP-corporate sales.

Chief creative officer quits post at Tribal DDB

John Young, 40, chief creative officer for North America at Tribal DDB, New York, the interactive arm of Omnicom Group's DDB Worldwide, resigned effective Feb. 6. Prior to joining DDB, Mr. Young was chief creative officer of Modem Media, Norwalk, Conn. Modem Media is 46%-owned by True North Communications.

Pepsi picks Britney Spears

for spring TV commercials

Pop sensation Britney Spears signed a global marketing pact with PepsiCo's Pepsi-Cola Co., where she will appear in TV ads for Pepsi and the company will help sponsor her concert tour. The first Pepsi spot featuring Ms. Spears will debut during the Academy Awards on March 25. BBDO Worldwide, New York, is Pepsi's agency of record.

Leo Burnett USA begins

laying off employees

Bcom3 Group's Leo Burnett USA, Chicago, began laying off employees on Feb. 7. The agency will let go nearly 200 people, or about 9% of its workforce.

Bob Brennan, preisdent of Leo Burnett Worldwide, said only the Chicago office was affected. "Every department was affected, some much greater than others," he said. "We never want to do this again, but we can't guarantee we won't." The last layoff this big was in 1993, when about the same number of staffers were pinkslipped.

Year of acquisitions boosts Publicis Groupe's billings

After a year of acquisitions, Publicis Groupe reported 2000 billings of $11 billion, up 72% from 1999, including four months of financial results from Saatchi & Saatchi. Excluding Saatchi, growth was 48%. Publicis said organic growth was 15%, up from 12% in 1999. In addition to buying Saatchi, Publicis also acquired U.S. agency Fallon, U.K.-based healthcare communications group Nelson Communications and U.S. marketing services agency Frankel.

Pfizer's Adams Division

to roll out Body Smarts

Pfizer's Adams Division will enter the nutritional candy arena this summer with new vitamin-fortified crunch bars and fruit chews under the Body Smarts banner. Adams said it will put $70 million in marketing against the launch of the line, with Cordiant Communications Group's Bates USA, New York, handling national advertising and DVC Worldwide handling promotional and public relations support.

Study finds advertisers

should go beyond Big Game

Two weeks after Super Bowl XXXV's telecast, the final phase of the Ad Age/Greenfield Online survey on viewer perception of the game's ads is complete. The results, similar to the first two trials, showed the "most liked/most recalled" ads (Pepsi-Cola and Anheuser-Busch) didn't necessarily correlate with those judged "most persuasive" (McDonald's and Subway). This time, however, there was a marked decrease in respondents' negative reactions to ads that previously had performed poorly in terms of recall and likeability. The final study of respondents from this audience indicated a continuing ad flight schedule clearly outweighs the benefits of a one-event showing. It should be noted that many Super Bowl ads have aired on TV since the game.

Magazine ad pages

decline in January

Magazine ad pages fell overall in January from last year. Figures released by Publishers Information Bureau showed an overall drop of 0.8%. Newspapers' Sunday magazines fared even worse, dropping 8.9%. The two largest ad categories had strong showings-technology notched ad-page gains of 10.1% and automotive, which posted an overall loss in 2000, turned in a solid 5.9% gain. Double-digit drops were seen in media and advertising (down 12.4%), retail (down 21.9%), financial (down 10%), and toiletries and cosmetics (down 15.3%).

BBDO withdraws from

DoubleClick review

BBDO Worldwide, New York, withdrew from the review for DoubleClick's $20 million to $25 million account. Remaining are J. Walter Thompson, New York, and Grey Worldwide, New York, part of Grey Global Group. A decision is expected next week. Pile & Co., Boston, is the consultant. Digital Pulp, New York, previously held the account but did not participate in the review.

Thompson resumes post

at FCB San Francisco

Geoff Thompson, worldwide creative director of True North Communications' FCB Worldwide, is resuming his additional role as chairman-CEO, FCB San Francisco, following the departure of the office's CEO, Simon Bolton. Mr. Bolton, as reported (AA, Feb. 5), was named chief executive of J. Walter Thompson, London, replacing Stephen Carter, who left last fall.

Unilever unveils progress

with planned brand cull

Unilever is already spending 94% of its $6 billion-a-year ad and promotions budget on about 400 brands, just over a year after announcing it would sharply cull its 1,600 brands. Unilever still has 970 active brands, of which up to 300 will be delisted by the end of 2002 and some 200 may be merged into other brands.

Niall Fitzgerald, Unilever co-chairman, said 20 "big-hit" initiatives should add $1.4 billion to sales this year. They include rolling out products like one-dose detergent pouches called Persil Capsules and Enjoy, an upscale frozen meal brand.

Unilever's sales rose 7% to $40.7 billion in 2000, but pretax profit dropped 39% due to costs from the $28 billion buy of Bestfoods and other companies. (For full story, see


Northlich Advertising will acquire Bridge Agency in a deal that merges Cincinnati's two largest ad agencies, with a combined 250 employees. Terms of the deal were not disclosed. ... Internet consultancy Razorfish, New York, cut another 400 positions-the second round of cuts in about four months-due to slowing revenues. ... Levi Strauss & Co. next month breaks its spring campaign for its Dockers brand with a spot and print effort from FCB Worldwide, San Francisco.

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