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DreamWorks Splits Media Buying for Now
LOS ANGELES–DreamWorks SKG, Universal City, Calif., has decided to split media buying duties between two shops for the time being, and will choose one of them for its $85 million account by the end of the year. Incumbent Focus Media, Santa Monica, Calif., will serve as agency of record for the upcoming feature film Antz, while GSD&M, Austin, Texas, will handle similar duties for Prince of Egypt, said DreamWorks representative Amy Gruberg. “We will evaluate [the results of each media plan] and decide between [the two shops] by the end of the year,” Gruberg said. Both films are scheduled for release in the fourth quarter.

Modem Media.Poppe Tyson Wins ETrade
LOS ANGELES–ETrade, Palo Alto, Calif., has named Modem Media.Poppe Tyson, San Francisco, its interactive agency of record. The agency will be assigned the task of managing a host of marketing alliances that the online brokerage recently cut with America Online, Yahoo and Ziff-Davis’ ZDNet. The company has said it intends to recruit a million new customers over the next 12-18 months, and has apportioned $100 million to achieve this goal. Gotham, New York, remains ETrade’s traditional agency.

Reviews Roundup … Mitsubishi Narrows to 3
Mitsubishi Electric America has narrowed the review for its estimated $2-3 million corporate business-to-business account to three finalists: LVL Advertising, Palo Alto, Calif., D’Arcy Masius Benton & Bowles, Los Angeles, and Publicis Technology, San Francisco. The finalists will make speculative creative presentations to the client, with a decision to be made later this month. … Allied Domecq, Southfield, Mich., has selected three agencies for final presentations later this month in the review for its $12 million Kahlœa brand liqueur account. Making the finals were incumbent Lois/EJL and BBDO, both Chicago, and Square One, Dallas, according to an Allied representative. Roster shop ID8, Los Angeles, was among the four shops to be cut. A decision is expected in September. … Athletic shoe maker And 1 has selected two finalists, Crispin Porter & Bogusky Advertising, Ft. Lauderdale, Fla., and Siano Di Leonardo, Philadelphia, to compete for its estimated $3 million account, according to Errin Cecil-Smith, director of public relations for the Rosemont, Pa.-based company. A decision could come before the end of this week, Cecil-Smith said. Earlier contenders in the review included Bulldog Drummond, San Diego; The Lord Group and DCA Advertising, both New York; Holland Mark Martin Edmund, Boston; and undisclosed others.

McCann’s PG&E Ads Feature Utility Workers
SAN FRANCISCO–McCann-Erickson here breaks a new, estimated $5-7 million image campaign this week for Pacific Gas & Electric Co., featuring the “heroic” efforts of some of the utility’s thousands of employees. The tagline: “We deliver energy.”