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Deutsch Is Close to Landing L.A. Cellular
LOS ANGELES - At press time, Deutsch/LA in Marina del Rey, Calif., was in negotiations to win L.A. Cellular's estimated $20-25 million advertising account, according to sources. Deutsch is competing with McCann-Erickson's Los Angeles and San Francisco offices, DDB Needham, Los Angeles, and Fogarty Klein & Partners in Houston. Executives at Deutsch/LA and L.A. Cellular in Cerritos, Calif., either declined to comment or could not be reached.

U S West Narrows Review, Richards Out
LOS ANGELES - U S West Communications, Denver, narrowed the list of contenders for the creative and media planning portions of its estimated $40-50 million account to four shops last week. The agencies are: Bozell Worldwide, Seattle; Martin/Williams and Campbell Mithun Esty, both in Minneapolis; and DDB Needham, Chicago. Among those eliminated from consideration were The Richards Group, Dallas; TBWA Chiat/Day, Venice, Calif.; and Rubin Postaer & Associates in Santa Monica, Calif. A decision is expected in June.

MARS Systems Hires Meltzer & Martin
DALLAS - Meltzer & Martin here was retained by MARS Systems of Dallas for a new entertainment product introduction. Meltzer will develop media relations activities for the launch of Pat Summerall's You Call the Play, a karaoke-based videotape system in which participants can deliver play-by-play commentary of famous sports moments. Billings were undisclosed.

Beaird Agency Unveils Bassett Campaign
DALLAS - The Beaird Agency here has launched a $1.5 million campaign for the grand opening of Bassett Furniture Direct's stores in the Dallas area. The campaign includes radio, television, print and outdoor assignments for three Bassett locations in Dallas, Lewisville and Mesquite, Texas. Beaird was named agency of record last fall in a review that involved three undisclosed agencies.

4 Southwest Shops Among Clio Winners
DALLAS - Kilmer & Kilmer in Albuquerque, N.M., won a silver prize, while DDB Needham Dallas, The Richards Group here and Frogdesign of Austin, Texas, all claimed bronze honors at the 1998 Clio Awards last week. Kilmer earned its distinction in the confections and snacks package design category for Bite-Size Bakery. DDB Needham won with a Tabasco billboard, Richards was honored in the TV visual effects category for M.D. Anderson Cancer Center and Frogdesign won for the look of its own Web site. Cliff Freeman and Partners in New York earned the Grand Clio in television for Fox Network's National Hockey League advertising and Leo Burnett in London won the Grand Clio for its Mercedes-Benz print work. Goodby, Silverstein & Partners, San Francisco, was named agency of the year. The Clio Awards are a unit of Adweek parent BPI Communication's media group.