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Timberland Heads South ATLANTA-The Martin Agency in Richmond, Va., last week was awarded the $10-15 million ad account of The Timberland Co. Martin defeated Hill, Holliday, Connors, Cosmopulos in Boston and Carmichael Lynch in Minneapolis for the business, which had been handled in-house. The agency's first work will appear a year from now. Jelly Helm, who joined Martin in February to act as a mentor to younger creative types and teach at the Virginia Commonwealth University Ad School, will head up creative development. Helm formerly had been creative director of Wieden & Kennedy in Amsterdam and, at the time, said he wanted to do something else. "My initial reaction when [Martin] approached me to work on Timberland was 'no.' But I had a chance to meet [Timberland] marketing officials, and they talked about their vision and . . . I wanted to be a part of this," he said. Mullen Lands Wendy's Media Assignment BOSTON-Mullen in Wenham, Mass., has picked up a $3 million regional media buying and promotions assignment for Wendy's Old Fashioned Hamburgers co-ops. The assignment had been handled by Boston-based Clarke Goward, which resigned the business after winning the Papa Gino's account earlier this year, sources said. Mullen will handle media buying and planning for Wendy's co-ops in Boston; Springfield, Mass.; Worcester, Mass.; and Albany, N.Y. Weber Buys Fla. PR Shop BOSTON-Weber Public Relations Worldwide last week acquired Rubin Barney & Birger in Miami. Founded in 1975 by Bruce Rubin, it will now be known as Weber/ RBB. Rubin remains chairman of the agency, which has a strong Latin American capability. Weber is the public relations unit of McCann-Erickson Worldwide in New York. Freeman Withdraws From Bay Networks BOSTON-Incumbent Freeman Associates in Newton, Mass., has dropped out of the review for the media portion of Bay Networks' ad account. Agency official Ellen Freeman cited a heavy workload from existing clients as the reason for the withdrawal. Still in the running are: Western International Media, Boston; DeWitt Media, New York; and ICG, Chicago. There are five finalists in a concurrent review for Bay Networks' creative duties. Media chores are expected to be assigned in early October. The Santa Clara, Calif., network company spends a total of $10-12 million on advertising each year. Carpet One Names Names New Top Marketer BOSTON-Dean Marcarelli has been named vice president of marketing and advertising at Manchester, N.H.-based Carpet One, which bills itself as the nation's largest carpet retailer. Marcarelli most recently held a similar post with Roberds, a furniture and appliance retailer in Dayton, Ohio. Stephens Advertising in Dayton is lead creative agency for Carpet One's estimated $3.5 million account.

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