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Census Breaks First Paid Ads From 5 Shops WASHINGTON, D.C.--The U.S. Census Bureau will launch the first paid ad campaign today to entice more people to fill out Census forms. The $160 million Census 2000 effort features creative work by Young & Rubicam, The Bravo Group, Kang & Lee and The Chisholm-Mingo Group, all New York; and G&G Advertising, Albuquerque, N.M. The ads use variations of the tagline, "This is your future. Don't leave it blank," to emphasize that there are benefits to filling out the forms. The TV, radio, print and outdoor ads in 17 languages will also target blacks, Hispanics, Asians, American Indians, native Hawaiians and other Pacific Islanders. Bess Leaves FCB for Y&R NEW YORK--Ron Bess has left his post as the Chicago-based president of FCB Worldwide to become chairman and CEO of Young & Rubicam's Diversified Communications Group. He succeeds Graham Phillips, who became chairman and CEO of Y&R in August. New York-based DCG's units include public relations agencies Burson-Marsteller and Cohn & Wolfe, branding consultancy Landor Associates and healthcare shop Sudler & Hennessey. Bess, 53, will also be named to Y&R's management committee. FCB in New York Sees Layoffs NEW YORK--FCB Worldwide is laying off about 40 people in its New York office of 820 employees. In a statement, the agency said the reduction "is not a result of any business losses that have occurred." FCB executives did not return calls. The layoffs are the third wave of reductions in FCB's domestic offices this year. FCB Chicago and FCB San Francisco saw staff reductions within the last nine months. LendingTree Taps Mullen BOSTON--Mullen was tapped following a review for the $50 million ad account of LendingTree.com, a consumer loan site that had no agency on board. The Wenham, Mass.-based agency beat sister Interpublic Group shops Lowe & Partners, New York, and The Martin Agency in Richmond, Va. Y&R Creative Leadership Changes CHICAGO--Mike Figliulo takes over as executive vice president and chief creative officer at Young & Rubicam's office here on Nov. 15. Figliulo, who was an executive creative director at Leo Burnett and most recently a commercial director for Dark Light Pictures, replaces co-directors Mike Faems and Tom Shortlidge. The arrival of Figliulo, a 12-year Burnett veteran, is the latest of several changes at Y&R since Howard Breen replaced Pat Cafferata as chief executive officer in August. More Change Expected at Ogilvy CHICAGO--The departure of co-deputy creative director Nancy Rice from Ogilvy & Mather's office here may herald a larger reorganization, sources said. Agency officials have acknowledged that Tom Hall, the shop's chairman and chief executive, is crafting a succession plan [Adweek, Sept. 27], but several sources said that an overhaul of the shop is being driven out of Ogilvy's New York office. Worldwide creative chief Rick Boyko denied there would be a "shakeup" at the agency. He did say the search for Hall's eventual replacement has not included Rice or her co-deputy creative director Marlena Peleo-Lazar. Another Dot.Com for Richards DALLAS--The Richards Group snared another online client with last week's win of online retailer ApplianceOrder.com. The Dallas agency bested Makos and T3, both of Austin, Texas. Billings are estimated at $20 million. Baskin-Robbins Splits With Deutsch LOS ANGELES--Baskin-Robbins and Deutsch/LA have mutually agreed to split after a two-year relationship. The parting was amicable, according to executives at the Marina del Rey, Calif., agency. The Allied-Domecq unit, based in Glendale, Calif., will not be looking for another agency. The agency won the $18 million account in 1997, following a review. The ice cream store chain will be shuttering some of its units. Newswire Roundup DeVito Fitterman Advertising, New York, was tapped by Banfi Vintners to handle image duties for its Riunite, Concha y Toro, Walnut Crest and Stonehaven brand wines The Sci-Fi Channel awarded media buying duties to TBWA/Chiat/Day, New York, following a split with Mullen, Wenham, Mass. [Adweek, April 26]. Creative remains in-house. The client spent $5.5 million last year Publicis, New York, has acquired direct marketing and sales promotion shop Gramercy Group and pr firm LobsenzStevens, both in New York. The shops have annual revenues of $8 million and $5 million, respectively, and will become part of Publicis' integrated communications division, Publicis Dialog Sixdegrees tapped Pagano Schenck & Kay, Boston, as the first agency for its $6-10 million account. The shop bested DiMassimo Brand Advertising and Grace & Rothschild, both in New York Royal Caribbean International confirmed that Arnold Communications, Boston, will manage its integrated marketing account. Arnold bested Temerlin McClain in Dallas and incumbent McKinney & Silver in Raleigh, N.C. ÃBBDO South, Atlanta, topped The Martin Agency, Richmond, Va., to win Simmons Beautyrest's $6 million business. WestWayne, Atlanta, resigned the account Home shopping network ValueVision International tapped Campbell Mithun Esty, Minneapolis, to handle ad duties for the company as it rebrands itself SnapTV and SnapTV.com. Billings are $10-15 million Banco Popular is conducting a $10 million Hispanic ad review. Finalists are Dieste & Partners, Dallas; del Rivero Messianu Advertising, Coral Gables, Fla.; and The Bravo Group, New York, sources said.

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