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NEW YORK

The latest work from Saatchi & Saatchi in New York for Procter & Gamble's Olay features playful images of thirtysomething women showing off their smooth skin. A café is the setting for one spot, in which a man smiles each time his date's spa ghetti strap falls off her shoulder—thanks to Olay Body Wash, which leaves "no film, no residue." The campaign, which also includes print ads, replaces the previous "Proven effective" tagline with, "Love the skin you're in."

Communications agency STC Associates added C5, an audio postproduction facility for motion-picture sound production, to its client roster. The client, based in New York, has worked with directors such as Mike Nichols, Jonathan Demme and John Sayles, among others. New York-based STC's initial branding effort for C5 will include revitalizing its visual identity by updating the client's logo and printed materials, and redesigning its Web site. The agency's public relations division will manage C5's media relations program for the launch of its new, state-of-the-art Foley soundstage in Fort Lee, N.J., as well as ongoing external communications. STC, which also has offices in London, Paris and Bermuda, specializes in image management, integrated marketing and interactive work.

Buffalo Jeans expanded its signage on One Times Square in New York from its initial location on the south side of the building to a three-sided wrap unit. One Times Square is the building from which the ball is dropped on New Year's Eve. The building is owned and represented by Sherwood Equities, the parent company of New York-based Sherwood Outdoor, which owns or manages more than 35 percent of Times Square signage. The expanded signage will remain in place through the end of February.

NEW JERSEY

Short Hills-based advertising agency Gianettino & Meredith won seven Jasper Awards from the Jersey Shore Public Relations & Advertising Association. The shop received the awards at a dinner held at the PNC Bank Arts Center in Holmdel on Oct. 12. G&M's campaign for the Automatic Switch Co., "Red Hat," was recognized with the gold Stroke of Genius Award, which honors the best campaign that was never produced. This is the third year the agency has won that award. G&M also won gold awards for best radio single spot and best radio campaign—the former for Resorts Atlantic City Casino Hotel, the latter for NY Waterway. The shop's work for NY Waterway was recognized with three other awards, including a silver one for best magazine campaign. G&M also received a silver award in the four-color, full-page print-ad category for work it created for Hartz.

Brand-development company Trajec tory added Meridian Health System, a network of three hospitals in the Jersey Shore area, to its client roster. The network also includes nursing homes, home-care agencies, assisted-living facilities, ambulatory care, ambulance services, health and fitness services, and healthcare affiliates. Trajectory, based in Morristown, is responsible for defining the distinct identities of the client's various facilities and services. The agency's duties also include aligning the healthcare system's holdings under the Meridian Health System brand.

The MWW Group will provide media relations, marketing and branding services to help increase the visibility of the National Lacrosse League. The East Rutherford-based public relations agency will also consult on the client's marketing ini tiatives. The professional indoor league plays a 16-game season in 13 North American markets. MWW's Chicago office was retained to manage media relations for the Illinois Telephone Consumer Education Fund and its statewide education campaign to help consumers understand their local, local toll and long-distance telephone service, as well as recent changes in Illinois telecommunications law. The campaign includes PSAs and community outreach. The Monogram Group, based in Chicago, handles the client's creative work.