The Week

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Hakuhodo, Japan's No. 2 ad agency behind Dentsu and the world's ninth-largest ad organization, took a 49.9% stake in Los Angeles shop Mendelsohn/ Zien, a transaction industry analysts estimated at between $30 million and $40 million. Richard Zien, president, who splits the remaining 50.1% stake with executive creative director Jordin Mendelsohn, called the deal "very smart" for both sides, giving his shop access to growth, particularly from Hakuhodo clients who may want to move into the U.S. market. "Mendelsohn/Zien's partnership philosophy and capability to outthink and not just outspend the competition fits right in with our own management style," says Tomokazu Jimbo, Hakuhodo's corporate executive officer in Tokyo. "Our aim is to expand the business while showing consideration for our new partner's corporate culture." The shop, now renamed Mendelsohn/Zien Advertising LLC, continues with clients BMW North America, CKE Restaurants' Carl's Jr. and Hardee's Food Systems. QwikFIND aao65p

`Parenting' win a surprise at Ellies

Conde nast Publications' The New Yorker and The Atlantic Monthly won two National Magazine Awards each, but the big surprise came when Time Inc.'s Parenting bested Washington Post Co.'s Newsweek, Time Inc.'s Sports Illustrated, National Geographic Society's National Geographic and Hearst Magazines' O, The Oprah Magazine to take the General Excellence Ellie statuette for magazines with circulation over 2 million. Other winners of the General Excellence award given by the American Society of Magazine Editors were Foreign Policy; Architectural Record; Texas Monthly; The Atlantic Monthly; and ESPN The Magazine. A tribute was held for Atlantic editor Michael Kelly, who died while reporting from Iraq last month, and which added poignancy to the Atlantic's General Excellence victory. QwikFIND aao65u

Drew Carey to host Pepsi's game show

Comedian Drew Carey will host Pepsi-Cola Co.'s live "Play for a Billion" on AOL Time Warner's WB in September. Contestants will win a chance to appear on the two-hour special by participating in a summer-long promotion from Pepsi. The PepsiCo unit program hits stores this month. The show guarantees a $1 million-winner a 1-in-1000 chance for $1 billion. Contestants will be selected randomly through Pepsi's summer promotion, "Pepsi Play for a Billion." Brands in the sweepstakes include Pepsi-Cola, Mountain Dew and Sierra Mist.

Publicis in charge, Bcom3 exec retires

Bcom3 Group President-Chief Operating Officer Craig Brown is retiring, according to a memo dated May 5 and distributed to Publicis Groupe agency chiefs last week. A 23-year advertising finance and operations veteran, Mr. Brown, 51, will leave the company by the end of June, said the memo from Robert Haupt, Publicis Groupe chief operating officer and former Bcom3 Group CEO. Until then, he will finish such post-merger activities as launching Publicis Healthcare Group and completing related global real estate and merger/acquisition deals. Publicis Groupe in September closed its purchase of the parent of Leo Burnett Worldwide, D'Arcy Masius Benton & Bowles and Starcom MediaVest Group, which put the agency in the top tier of advertising holding companies. Mr. Brown was one of four executives who owned 9% of Bcom3 and shared upwards of $240 million in the Publicis Groupe buyout. QwikFIND aao65z

Work vs. home Net usage measured

The online publishers Association released its most comprehensive study of at-work Internet usage to date, tracking demographics and behaviors of key audiences throughout the day. Among the findings: Two-thirds of working mothers are online in the morning, and 74% of at-work users believe the Internet improves their productivity, while 56% use the Internet at home for business purposes. In addition, the research found that for more than 25% of at-work Internet users, the Web is the only medium used during the day. The at-work Web audience is significantly younger, more affluent and better educated than its non-work counterpart. The OPA research was conducted in conjunction with Millward Brown/IntelliQuest. QwikFIND aao66h


Howard breen, formerly chairman-CEO of North American regions at WPP Group's Y&R Advertising, Chicago, joined MacLaren McCann, Toronto, part of Interpublic Group of Cos.' McCann-Erickson WorldGroup. A native of Canada, Mr. Breen assumes chairman and chief executive duties previously handled by Tony Miller, a vice-chairman of McCann-Erickson WorldGroup who took the helm of the agency on an interim basis one year ago. Mac-Laren McCann's clients include automaker General Motors Corp. and Canadian media company Rogers Communications; it employs 740 people working in 11 separate divisions. A Y&R Advertising spokeswoman said a successor to Mr. Breen will not be QwikFIND aao66a Allied Domecq consolidated its traditional and non-traditional brand communications for its spirits brands at Publicis Worldwide, part of Publicis Groupe. The widely anticipated move follows the distiller's split with Cordiant Communications Group, whose Bates Worldwide unit had handled the account, estimated to be worth just under $30 million. Cordiant-owned agencies worked on brands including Tia Maria liqueur, Malibu rum and Ballantine's whiskey. They will switch to Publicis Worldwide, though Allied's contract with Cordiant runs through October 2003. Publicis already handles Allied brands Kahlua liqueur, Beefeater gin and Stolichnaya vodka. QwikFIND aao65y

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