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Arnold to Lose Bell Atlantic Media BOSTON--Bell Atlantic last week assigned its consolidated media buying account, estimated at $125 million, to Zenith Media and Media Direct Partners, both New York, capping a six-month review. Arnold Communications here, which handles media buying in New England for various Bell Atlantic units, pitched the account with DraftWorldwide in New York. Bell Atlantic's contract with Zenith and Media Direct begins Aug. 1 and covers fourth-quarter broadcast buying for the client's corporate advertising, value-added services and information services group, which produces the Yellow and White Pages as well as Big Yellow, an online directory. Beginning in 1999, Zenith and Media Direct will buy all newspaper space for the corporation and broadcast time for Bell Atlantic Mobile Communications. Burnett Tapped for Fila Account CHICAGO--Leo Burnett last week won the $15-20 million account of Fila USA. Former Nike ad executive Joe McCarthy, who has worked as a consultant to Burnett since last fall, will head the account team. Officials at the Hunts Valley, Md.-based client cited Burnett's creative recommendation that Fila leverage its Italian heritage in advertising as a reason for the selection. Fila will discontinue its "Change the game" tagline, client officials said. The Chicago agency beat out finalists Toth Design & Advertising, Concord, Mass.; W.B. Doner & Co., Southfield, Mich.; and Fallon McElligott and Cliff Freeman and Partners, both New York. Arnell Group Brand Consulting, New York, resigned the account in March. Aramark Eyes Mullen, Tierney BOSTON--Mullen in Wenham, Mass., and Tierney & Partners in Philadelphia are among the finalists for the estimated $5-8 million ad account of Aramark Uniform and Apparel Group, according to sources. Tierney is already an Aramark roster shop. Officials at both Mullen and Tierney declined comment. A decision is expected this month. Select Resources International in West Hollywood, Calif., is conducting the review for the Schaumburg, Ill.-based client. Hill, Holliday Wins Bronze at Cannes BOSTON--Hill, Holliday, Connors, Cosmopulos here picked up a bronze Lion for its work for John Hancock Mutual Life Insurance Co. at the 45th International Advertising Festival in Cannes, France. The agency won in the corporate image category for "Sarajevo," a 90-second TV spot fashioned by creative directors Ernie Schenck and Jamie Mambro and produced by Scott Hainline. Reebok Boots Shaq BOSTON--Reebok International last week ended ties with basketball star Shaquille O'Neal. The Stoughton, Mass.-based company signed the Los Angeles Laker to a contract in 1992 to endorse its athletic footwear and apparel. Reebok announced in December it would renegotiate a number of its contracts with highly paid athletes as the focus of its advertising efforts shifted.

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