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M/Z Breaks BMW Ads for the 'Young at Heart' LOS ANGELES--Mendelsohn/Zien Advertising broke its latest campaign for BMW's Western Region Dealer Association last week with the theme "Young at heart." Four 30-second TV spots tout the Los Angeles-based association's claim that "On average, BMW drivers are 10 years younger than other luxury car drivers." The spots, shot in black and white, show BMW 5 Series vehicles zipping through winding mountain roads. Swirl Breaks Petopia.com Campaign SAN FRANCISCO--Swirl this week breaks its first work for online pet store Petopia.com with an estimated $5-10 million campaign using the tagline, "Petopia. The Internet pet paradise." The national effort is appearing primarily in select "wired" markets nationwide. Reviews Roundup ... Pacific Sunwear Invites 5 Bacardi-Martini USA has narrowed its list of contenders to Goodby, Silverstein & Partners, San Francisco, and Mezzina/Brown, Warwick Baker O'Neill and DeWitt Media, all New York, for its $15 million creative account. AAR/Bob Wolf & Partners, Los Angeles is the consultant for the Miami-based company. ... California agencies McElroy FCB in Newport Beach, Bozell Worldwide in Costa Mesa, Lambesis in Del Mar, and Bates USA and DGWB Advertising, both in Irvine, have been invited to participate in a review of Anaheim, Calif.-based retail chain Pacific Sunwear's $4-6 million account. ... Winston Tires has tapped Effective Marketing Strategies to conduct a review for its estimated $4 million account. Mike Marsak, president of the Marina del Rey, Calif., consultancy, is looking for shops with retail and brand advertising experience. It was unclear whether incumbent Dayton Associates, San Diego, will defend. Twelve shops will be interviewed; six will be asked to pitch. Accounts Roundup ... GMO Lands Sybase Business software developer Sybase has awarded its estimated $10-20 million global account to Goldberg Moser O'Neill without a review. The Emeryville, Calif.-based company's new vice president of corporate marketing, Pamela George, worked with GMO, San Francisco, while she was at Intel and Cisco. The account was formerly handled by Allen & Gerritsen, Watertown, Mass. ... Leagas Delaney in San Francisco won the $10-15 million TV and print account for online sports gear retailer BigEdge.com, Chicago, after an informal review. Onward & Upward Don Dorward, executive vice president and managing director of Grey Advertising's San Francisco office, is leaving the agency this month to return to his consulting business, Dorward & Associates. Alan Randolph, senior vice president and creative director for the San Francisco shop, will replace Dorward as managing director. ... Goldberg Moser O'Neill has promoted Nancy Hill to senior vice president in charge of business development. Hill joined the shop eight months ago from crosstown agency Citron Haligman Bedecarrƒ.

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