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J. Walter Thompson Trims Atlanta StaffATLANTA—J. Walter Thompson has laid off seven of its approximately 160 employees. Sources said the cuts are the result of the Atlanta shop's failure to win the Joint Recruiting Advertising Program's $15-20 million business, which went to Mullen in Wenham, Mass., earlier this year. Executive creative director Michael Lollis, a 30-year agency veteran, pushed up his retirement six months, one source said, to help protect younger colleagues' jobs. Cole Henderson Drake Wins Davis RealtyATLANTA—Cole Henderson Drake has won Davidson Realty's estimated $1 million advertising account. The Atlanta shop defeated Husk Jennings in Jacksonville, Fla., and incumbent McGuire Company of Coral Gables, Fla., in a review. CHD's short-term responsibilities will focus on the developer's King & Bear residential community at World Golf Village outside St. Augustine, Fla. "Real estate advertising is pretty mundane," said CHD creative director Chris Jacobs. "Davidson has gone to great lengths to create a distinct community. The last thing they want is cookie-cutter advertising." Ocean City's Tourism Account ls in ReviewATLANTA—Ocean City is seeking an advertising agency. The Maryland resort town spends an estimated $1 million on radio, television and print ads. Requests for proposal are due March 15. Finalists will make presentations in May. Burnett Creates New Tag for Postal ServiceCHICAGO—The United States Postal Service, which is in the midst of a consolidation that could affect Leo Burnett, is launching a campaign from the shop with a tagline that is expected to remain regardless of the review's outcome. The effort, tagged "Brought to you by the United States Postal Service," breaks today with a TV spot that shows a high school boy getting a college acceptance letter. "The next four years brought to you by the United States Postal Service," says a voiceover. Ads aimed at small businesses kick off April 15 with the same tag. In January, the Postal Service began a review to consolidate its estimated $100 million account. The Chicago shop is lead agency for strategy and creative. Ford's Chief Executive Goes on AirDETROIT—Ford Motor Co. chairman and chief executive officer Bill Ford narrates and appears in four 60-second television commercials that break this week. The 44-year-old great-grandson of the automaker's founder assumed the top job in October. The documentary-like spots were created by Ford division agency J. Walter Thompson in Detroit. A print campaign will follow. Modernista! Changes Direction for GapBOSTON—In a change of direction from last year's spring campaign for the Gap, new Modernista! print ads focus on specific clothing styles rather than trying to evoke a "seasonal mood." The San Francisco-based client is placing a heavier emphasis on print and outdoor this spring, as opposed to its recent TV blitzes. The new push unleashes 50 celebrities in dozens of ads breaking in March and April issues of consumer magazines.

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