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Four Make BC/BS of Florida's Final Round
ATLANTA--Four shops have made the final round in the $8-12 million Blue Cross/Blue Shield of Florida review, according to a consultant working with the Jacksonville, Fla.-based client. The finalists include incumbent Foote, Cone & Belding in Chicago, BBDO South in Atlanta (pitching with Rapp Collins in Irving, Tex.), Earle Palmer Brown in Bethesda, Md., and Grey Direct in New York. The four shops will make their final presentations in early August and a decision is expected by month's end.

Bates Promotes New Media Director
NEW YORK--Bates North America chief executive Bill Whitehead has named Kevin Coyne as executive vice president, director of media and new technologies at the agency, replacing Perianne Grignon, who recently left to take a post as director of media services at Sears Roebuck in Hoffman Estates, Ill. Coyne was most recently executive vice president, media director at Bates USA West in Irvine, Calif. Coyne will be based in New York.

Tony Kaye to Be Executive Producer
LOS ANGELES--Award-winning commercial director Tony Kaye has retired from directing in order to focus his efforts as chief executive officer and executive producer of his West Hollywood, Calif.-based production house. Kaye will concentrate on finding new directing talent, bringing that talent to market and expanding the scope and depth of the directors currently on the roster of Tony K, formerly Tony Kaye & Partners.

Bell Atlantic Taps Zenith, Media Direct
BOSTON--Bell Atlantic last week assigned its consolidated media buying account, estimated at $125 million, to New York-based Zenith Media and Media Direct Partners¸, ending a six-month review. Starting on August 1, Zenith and Media Direct will buy broadcast time and print space for campaigns created by Bell Atlantic's primary creative agencies, which lose media buying assignments to the two shops. They are: Arnold Communications in Boston; Tierney and Partners in Philadelphia; Burrell Communications in Chicago; and New York-based Bozell Worldwide, Draft Worldwide and The Lord Group.

Visa Breaks New Check Card Spots
NEW YORK--Visa this week breaks a new spot for its check card featuring '50s crooner Tony Bennett. Bennett joins the ranks of other celebrities--Bob Dole, Shirley McClaine and Daffy Duck--whose face isn't enough to guarantee credit. In the latest addition to BBDO New York's two-year old campaign, Bennett sings his trademark "I Left My Heart in San Francisco" during what seems like a biographical documentary. The camera pulls back to reveal that Bennett is actually singing in a music store, hoping his voice will help prove his identity.