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- Nature Conservancy Seeks East Coast Shop ATLANTA--The Nature Conservancy is talking to eight agencies about launching a major branding campaign in what will be its first national non-pro bono advertising effort. The world's largest private conservation organization, based in Arlington, Va., has contacted East Coast shops between Washington, D.C., and New York, said its director of communications David Williamson. Williamson said determining a budget for the account would be part of the review process. An agency source who has spoken with the client said spending could go as high as $5 million. Williamson said a cut will reduce the number of agencies making presentations. A winner will be named by the end of March. - Metro of Washington, D.C., Initiates Review ATLANTA--The Washington (D.C.) Metropolitan Area Transit Authority, or Metro, has sent out a request for proposal for its advertising account. The questionnaire states the government-operated rail and bus system's five-year contract is worth $1.5 million per annum. Metro requires a full-service office in the Washington, D.C.-Baltimore market that has minimum 1999 billings of $10 million. Sixty to 70 percent of the budget is earmarked for media; the remainder will go to production subcontractors and agency compensation. Client representatives were not available for comment. - Huey/Paprocki Puts Out Call for MedCareers ATLANTA--Huey/Paprocki has launched a $4 million print campaign for MedCareers, an online medical employment staffing site. "Dr. Gray, report to OR. Unless CA, NY or TN sound more appealing" and "You may experience mild swelling in your salary" are two of seven humorous print executions that broke in major market newspapers last week. Both the agency and client are located in Atlanta. - Mullen Launches First LendingTree Campaign BOSTON--New advertising for LendingTree.com focuses on consumers' desires to turn the tables on bank executives. Humorous ads depict loan officers pleading for their customers' business and carry the tagline, "When banks compete, you win." One of two current TV spots shows bankers waiting solemnly outside a kitchen as the home owners call each of them in to belittle their offers. Print and outdoor ads contain lines such as "Banks fighting to lend you money. You go girlfriend." The $40 million national push for the Charlotte, N.C., client, which premiered last week, is the first from its new agency, Mullen, Wenham, Mass. - PBS Pledges Account to Fallon McElligott CHICAGO--The Public Broadcasting Service has named Fallon McElligott agency of record for its $15 million advertising account. The Alexandria, Va.-based broadcaster tapped Fallon after an informal review, said Mark Goldstein, chief marketing officer of the Minneapolis shop. Fallon will develop a brand positioning for PBS that will air on the public TV network, as well as in print and online. PBS has been working with a New York production company since parting with Publicis & Hal Riney about a year ago, Goldstein said.

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