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NEW YORK

The public relations and promotions arm of Kirshenbaum Bond & Partners is being rebranded Lime, with its own management team and profit-and-loss responsibilities. Managing director Claudia Strauss will lead the 20-person entity. The move mirrors that of Dotglu, the agency's direct marketing and interactive offering, and its media operation, dubbed Media Ventures. All three units plan to relocate to new office space around the corner from the shop's New York office. Sources noted that by spinning out the functions, agency co-chairmen Richard Kirshenbaum and Jon Bond have increased the market value of their independent agency.

Rotter•kantor was awarded the integrated advertising account of CNN/Sports Illustrated, the AOL/Time Warner joint venture between CNN and Sports Illustrated as both TV broadcast and online entities. Rotter•kantor's first assignment will be to help promote, via print and online advertising, the National Collegiate Athletic Association's basketball tournament in March, for which CNN/Sports Illustrated will be providing up-to-the-minute TV broadcasts and online contests. The agency, which has offices in New York and Cal ifornia, has clients that include Casio, Hasbro, Toshiba America Consumer Products and TBS Sports.

The Lord Group was presented with three Mobius Awards in Chicago on Feb. 8. The New York agency's "Wash Separately" outdoor campaign on behalf of Major League Baseball earned a first-place statuette. Both the shop's "Stork" TV spot for pro bono client March of Dimes and Lord Group's own credentials book, Uncommon Sense, won a second-place Certificate for Outstanding Creativity. All three were created under Lord Group executive creative directors Tony Kobylinski and Jim Ritterhoff.

Lally, McFarland & Pantello Euro RSCG in New York formed a new agency, LM&P Questar, which will operate independently within a new agency group, the LM&P Group. Diane Harri, former president of LM&P Euro RSCG, was named presi dent, LM&P Group. Anne Cunney, former evp/director of client service, becomes evp, managing director, LM&P Euro RSCG, a new position. Doug Burcin, also former evp/director of client service, was appointed evp, managing director, LM&P Questar. Each shop will have its own creative directors. Barbara Greer, former evp/executive creative director, was promoted to the new position of chief creative officer, LM&P Group.

Brenmark Communications was retained by PlanetHopper, a New York-based technology company that was launched in May 2000. Brenmark, a New York marketing-communications agency that was also established last year, will create and implement a broadbased, multitiered public relations campaign.

NEW JERSEY

East Rutherford-based The MWW Group was hired by the Alliance of Community Health Plans to support its media relations activities. ACHP is an organization of 22 not-for-profit and provider-based health plans serving more than 8 million people in 22 states and the District of Columbia; it aims to improve medical practice for individuals and communities. MWW will create and implement a communications program to inform industry peers, opinion makers, the press and the public about ACHP's activities. The program's goal is to position ACHP and its member plans further as leaders and innovators.

PENNSYLVANIA

Giant Eagle, the Pittsburgh-based supermarket retailer, will launch an advertising and media planning review. The agency will be selected by late spring. New York-based incumbent Ferrell Calvillo, which the client has used for its branding and retail advertising for the last eight years, was invited to participate in the review. Roth Associates in Chappaqua, N.Y., is handling the search. Billings were not disclosed.

Elkman/Alexander & Partners is launching the third phase of a national TV public service announcement campaign for the American Diabetes Association this month. The campaign, "Don't Be Blind to Diabetes," aims to increase awareness of diabetes as a serious disease and positions the ADA as the primary leader in research, per sonal support and advocacy. The Phila delphia agency specializes in integrated marketing-communications programs for a wide range of clients.