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Toth 'Experiments' for Unionbay NEW YORK--Seattle Pacific Industries this year will invest $10 million in advertising for its Unionbay apparel brand, beginning with a spring campaign company executives call "innocent experimentation." Created by Toth Design & Advertising, Concord, Mass., a pair of TV spots follow a theme started with last fall's effort. In "Unhooked Bra," two girls experience car trouble. The driver pulls an under-the-shirt, bra-removal maneuver and then uses the item to hold the car's muffler in place. Targeting 12-24-year-olds, the spots will debut in March on MTV, ESPN2, Comedy Central, Fox and WB. Humphrey Named Chairman of FCB Direct NEW YORK--Steve Humphrey has been appointed chairman and chief executive officer of Foote, Cone & Belding Direct Worldwide in New York. Humphrey served as president of Boston-based Bronner Slosberg Humphrey from 1989 to 1997. Since that time, he's been consulting with FCB Direct, which has been trying to woo Humphrey into accepting a full-time position [Adweek, Dec. 21]. Streicker Seeks Suitors BOSTON--Streicker & Co., a 25-year-old ad agency in Providence, R.I., is looking for parties interested in either purchasing the shop outright or merging. Paul Streicker, president and founder of the three-person agency, said he is eager for a change. Streicker declined to name clients, saying only that his agency specializes primarily in business-to-business accounts. Priceline.com Breaks Print Campaign BOSTON--Priceline.com in Stamford, Conn., has broken a national print campaign promoting its hotel alliances across the country. The ads, running in The Wall Street Journal and other major daily newspapers, were created in-house. The budget was not disclosed. Heater Advertising in Boston is currently at work on the creative portion of a broadcast branding campaign slated to break early this spring. Media planning and placement will be handled by the client, according to Jennie Smith Wilson, Heater's director of account management. The client's Web site allows consumers to bid a price for airline tickets and make reservations for cars and hotel rooms. Quinn Tapped to Direct Computer Museum BOSTON--The Computer Museum here has appointed Lucia Luce Quinn as executive director, succeeding Oliver Strimpel, who left in June. Quinn was most recently corporate brand strategy and management, worldwide sales and marketing with Digital Equipment Corp. in Maynard, Mass. Urban League Seeks Scholarship Assistance BOSTON--The Urban League of Eastern Massachusetts is seeking a donor to match a contribution from Boston magazine to help fund scholarships for inner-city youths to the summer publishing course at Radcliffe College. Contact Joan Wallace-Benjamin of the Urban League at (617) 442-4519 for additional information.

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