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Staples Moves $50 Mil. Media Duties to MediaComBOSTON—Staples last week moved its buying and planning to Grey's MediaCom, following a review that also included incumbent Pro Media in Natick, Mass., and undisclosed others. The account is estimated at $50 million. Cliff Freeman and Partners, New York, retains creative duties, which were not in review. Ogilvy's Seifert Heading to TBWA\C\DNEW YORK—Shona Seifert, managing director, client services at Ogilvy & Mather in New York, has been named president of the New York office of TBWA\Chiat\Day, effective in February, the agency said. Seifert, 40, will assume duties previously held by Carl Johnson, who last spring was promoted to chief operating officer of TBWA. She reports to Tom Carroll, TBWA's president of the Americas. At Ogilvy, Seifert managed AT&T Wireless—a $400 million account that the Playa del Rey, Calif., office of TBWA\C\D also pitched last year. Deutsch Picks Up $30 Mil. in Starwood BrandsNEW YORK—Deutsch has won creative and media duties for Starwood Hotels & Resorts' Sheraton and Westin brands. Billings are estimated at $30 million. Deutsch bested New York finalists Saatchi & Saatchi and M&C Saatchi following a review. Incumbent DDB in New York handled creative and media planning, while its Omnicom sibling OMD handled media buying. Both shops declined invitations to participate in the review. "Freddy" Heineken Dies At 78NEW YORK—Alfred Henry "Freddy" Heineken, the namesake behind the beer, died last week at his home in the Netherlands. He was 78. Heineken, a friend and client of Frank Lowe, chairman of Heineken agency Lowe Worldwide, recently resigned as head of the brewery's holding company, Heineken Holding NV. From 1971 to 1989, he was CEO of the brewery, which his grandfather founded in 1864. Heineken was credited with designing the green bottle and red star logo. Franz Featured in Nextel TV Push from MullenBOSTON—Actor Dennis Franz pokes fun at advertising in three new 30-second spots for Nextel Communications. In one execution, Franz yells that he doesn't "do commercials," while arguing with his agent on a Nextel cellular phone. "They're dishonest. They lie. I'm supposed to peddle some product I don't even use?" There is no tagline. Wenham, Mass.-based Mullen created the spots. Baglivo, Widmer to Succeed Brown at PanoramicNEW YORK—Chairman and CEO Jeb Brown is leaving those roles at Panoramic Communications, the agency said. The firm was founded by his father. Brown, 54, will be succeeded as CEO by 43-year-old Mary Baglivo, who was named Panoramic's president last June. Assuming Brown's duties as chairman is Bruno Widmer, 60, former chairman and CEO for Europe, Africa and the Middle East at Young & Rubicam. Brown will shift his focus to family and professional interests outside advertising. BrandBuzz Adds Clients, Names Client-Services ChiefNEW YORK—BrandBuzz, the nontraditional marketing arm of Young & Rubicam Group, has added three new accounts and named a new head of client services. Michael Reese, 36, former account chief on the Star Alliance at Y&R, succeeds Rick Eiserman as director of client services at BrandBuzz, here. (Eiserman, 31, has been promoted to chief operating officer.) The new accounts are World Team Tennis, estimated to be worth $10 million, DeKyper Pucker schnapps (a Jim Beam brand), worth $1 million, and Skinklinic, estimated at $3 million. Politicos Create Smirnoff AdWASHINGTON—A group of Washington insiders has created a new TV spot promoting hard liquor for Diageo PLC's Smirnoff vodka. Diageo hired Democratic consultants Carter Eskew, Mike Feldman and Joe Lockhart, a press secretary to former President Bill Clinton, to make the 30-second TV spot, now running on NBC. NBC decided last month to break network TV's long-standing taboo against hard-liquor ads, but Rep. Frank Wolf, R-Va., plans to hold hearings and possibly introduce legislation blocking the networks from airing the ads. J. Walter Thompson in New York is Smirnoff's lead agency. Newswire RoundupDDB in Los Angeles last Wednesday won the California Lottery account following a review. The shop beat the incumbent team, Grey in Los Angeles and MediaCom, as well as Butler, Shine & Stern in Sausalito, Calif., which pitched with Carat in Santa Monica, Calif.; and San Francisco shops Foote, Cone & Belding and TBWA\Chiat\Day. The $100 million in spending will be spread over four years. … US Airways has selected Eisner Communications to handle its domestic advertising, the agency confirmed. The Baltimore shop bested incumbent McCann-Erickson in New York and undisclosed others for the $20 million account. US Airways is based in Arlington, Va. … The San Francisco Advertising Club is shutting its doors after nearly 100 years, due to poor market conditions and job losses that resulted in fewer paid memberships, said Jim Magill, president of the Corsi Group and acting club president. … The Wolf Group in New York has been tapped for the $10 million Mott's account, beating New York incumbent Moss/Dragoti and Stamford, Conn.-based North Castle Partners. … Rainey Kelly Campbell Roalfe/Y&R in London won an estimated $35 million global ad assignment from Lego, following a review that pitted the shop against London's McCann-Erickson and Leo Burnett, sources said. U.S. ad duties continued to be handled by Lowe in New York.

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