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OMD Lands $175 Mil. Hershey Media Buying DutiesLOS ANGELES—Omnicom media network OMD has won Hershey Foods Corp.'s $175 million media buying business. OMD, New York, a Hershey roster shop, prevailed over fellow incumbent WPP Group's MindShare, New York, and Interpublic Group's Initiative Media North America, also New York. OMD sister shop DDB, New York, handles media planning.Mediaedge:cia, Initiative Split $75 Mil.+ Drug BizNEW YORK—WPP Group's Mediaedge:cia, New York, has won media planning duties for GlaxoSmithKline and Bayer's new sexual-dysfunction remedy, Vardenafil, while the media buying assignment was awarded to Interpublic Group's Initiative Media North America, New York, sources said. Spending on the drug, a rival to Pfizer's Viagra, is estimated at more than $75 million. Initiative has been handling Bayer's media, while GlaxoSmithKline has mostly done its media planning in-house. Initiative, Mediaedge:cia and Bayer executives could not be reached. Staples to Hear From 9 for $70 Mil. AccountBOSTON—Nine semifinalists named last week in Staples' $70 million review for its creative account are preparing for office visits from client officials before a cut to three or four is made next month. Contending are Hill, Holliday, Connors, Cosmopulos in Boston; The Martin Agency in Richmond, Va.; Carmichael Lynch and Martin/Williams, both in Minneapolis; and New York shops Bartle Bogle Hegarty, Bozell, Grey Global Group's Fresh Grey, McCann-Erickson and Wieden + Kennedy. Incumbent Cliff Freeman and Partners, New York, declined to defend the business. Meetings Set for Ace's $40 Mil. AssignmentCHICAGO—Ace Hardware is set to hear pitches from three or four agencies for its $40 million account, a client executive confirmed. Campbell Mithun in Chicago is defending, said Jeff Lapides, manager of advertising and promotions for the Oak Brook, Ill.-based hardware chain. Lapides said Ace hasn't decided whether the account will shift or the agency evaluation will result in a project. Fallon Makes Debut for Purina OneCHICAGO—Fallon broke its first work for Purina One dog food last week. TV spots depict the importance of maintaining weight for large-breed dogs and include the tagline, "One can make a difference." Fallon won the estimated $30 million account in November, following a review. Billings for the effort were undisclosed.Arnold Breaks Fidelity Investments AdsBOSTON—Arnold's first multimedia effort for Fidelity Investments expands on themes from the client's previous ads, while bowing a new tagline: "Personally invested." One spot features different investors—men and women of different backgrounds and ages—each speaking a few lines about their financial needs. The work replaces Fidelity's "See yourself succeeding" ads from Hill, Holliday, Connors, Cosmopulos in Boston. The client spends more than $100 million annually on ads. Black Rocket Stays Solo as Euro RSCG ConsolidatesSAN FRANCISCO—Black Rocket is the only agency still independent after Euro RSCG restructured its network. The San Francisco agency, which was acquired by Euro RSCG in February 2001, will maintain creative control over its clients, although it must still clear pitches with Euro RSCG. The management structure—president John Yost and creative directors Steve Stone and Bob Kerstetter—will remain intact. The network consolidated 11 of its North American agencies across multiple disciplines into two units, Euro RSCG MVBMS Partners and Euro RSCG Tatham Partners (see story on page 6).Lindner Accepts Post at D'ArcyNEW YORK—Luca Lindner, who left his CEO position with WPP's Red Cell in November to consider joining D'Arcy Masius Benton & Bowles, has officially joined that agency, effective immediately, as president and regional CEO, Europe, Middle East and Africa. He will continue to be based in London. D'Arcy chairman Susan Gianinno said Lindner would be joining the agency's worldwide board of directors and will participate in managing the network's global operations. Newswire RoundupRobert Mondavi will select an agency to handle its estimated $10-15 million Woodbridge account by the end of this week, sources said. The two finalists are Deutsch/LA in Marina del Rey, Calif., and The Richards Group in Dallas. Shops not advancing were the incumbent, Dailey & Associates in West Hollywood, Calif.; Venables, Bell & Partners in San Francisco; and GSD&M in Austin, Texas. New York consultancy Richard Roth Associates is conducting the review. … Mullen/LHC, the Winston-Salem, N.C., outpost of Interpublic Group's Mullen, has dropped the "LHC" from its name. The office was formed in early 2001 when IPG merged Long Haymes Carr with Mullen. … AmSouth Bancorporation has named six semifinalists in the review for its estimated $15-20 million creative business. The Birmingham, Ala.-based client will visit Ames Scullin O'Haire, Austin Kelley, Grey and Trone, all in Atlanta; Cramer-Krasselt in Orlando, Fla.; and Luckie & Co. in Birmingham, Ala. Rod Hanlon from Wanamaker Associates is handling the review. A cut to three or four finalists will be made later this month. A decision is due in mid-June. Media buying and planning are handled by Initiative Media North America, Atlanta. … Kalis & Savage president George Savage has left the shop to form his own consulting practice. Agency chairman and creative director Murray Kalis said he and Savage "were going in a different direction." Savage is consulting on corporate identity and brand development. Pacific Palisades, Calif.-based Kalis & Savage claimed billings of $40 million last year.

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