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L.A.'s DWP Powers Up Agency Search LOS ANGELES--The Los Angeles Department of Water and Power has sent requests for proposals to several Southern California shops to compete for its $5 million advertising account, according to sources. The client did not return calls at press time. Goodby Interim Shop for E*Trade SAN FRANCISCO--Goodby, Silverstein & Partners here is working on a new campaign for E*Trade, Palo Alto, Calif., and is acting as the online broker's interim agency on its estimated $100 million account, said sources. Executives with Gotham, New York, E*Trade's incumbent shop, said last week they will not pursue new work from the client since it is considering ideas from Goodby. Sources said E*Trade views Goodby's upcoming campaign as a "test run" for the shop. DDB Breaks Armor All Ads SAN FRANCISCO--DDB Needham this week launches a new $6 million national TV, print and outdoor campaign for Armor All Products Corp., a division of Clorox Co., Oakland, Calif. The effort from the San Francisco shop touts the products' long-term protection benefits for cars. One 30-second spot shows a young man waxing his car and taking it out for cruise at night, where he catches the eye of several pretty women. Reviews Roundup ... OWN&P Lands FogDog Odiorne Wilde Narraway & Partners picked up a $3-5 million ad account from online sports equipment and apparel retailer FogDog Sports, San Jose, Calif., following a review. ... Ground Zero, Marina del Rey, Calif., was awarded a test project from EarthLink Network following a pitch against BBDO West, Los Angeles, executives of the Pasadena, Calif.-based Internet company confirmed last week. The agency also picked up ad duties for Resources Connection, a temporary placement service unit of Deloitte & Touche. ... Mendelsohn/Zien, Los Angeles, and Arnold Communications, Boston, declined to participate in United Paramount Network's pitch for its estimated $20 million account, according to sources. Bozell Worldwide, Costa Mesa, Calif., and The M1 Agency, Santa Monica, Calif., have dropped out of the pitch for New Century Financial Corp.'s estimated $7 million business. Select Resources International, Los Angeles, is handling the review for the Irvine, Calif.-based client. ... As expected, Kirshenbaum Bond & Partners West was awarded the $20 million creative account of International House of Pancakes, Glendale, Calif. [Adweek, Feb. 22]. Onward & Upward Judith Muhlberg was named vice president of communication at Boeing in Seattle. Muhlberg previously was director of North American communications at Ford Motor Co. ... Former DMB&B Los Angeles chief executive Jim Helin was promoted to senior vice president, chief marketing officer and general manager, sections, of the Los Angeles Times.

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