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Deutsch/LA Focuses on Reality for Burger KingLOS ANGELES—Deutsch/LA in Marina del Rey, Calif., is in preproduction on new Burger King spots that will use a reality-TV approach, the agency said. Plans call for a "talking drive-through menu board" to be placed in unlikely spots and engage passersby with questions and comments. The voice will be provided by Adam Carolla, co-host of Comedy Central's The Man Show. The spots, which feature the chain's new Value Menu, sources said, are due to break by the end of the month as part of a $50 million assignment awarded to Deutsch in May. Lamar Ascends at McDonald's to U.S. Marketing ChiefCHICAGO—McDonald's USA promoted Bill Lamar to U.S. chief marketing officer, the fast-food chain said. He takes over duties formerly held by Tom Ryan, who will focus on concept development and menu innovations. Previously, Lamar was general manager of McDonald's Atlanta region. He joined the Oak Brook, Ill.-based chain in 1984 as a staff director in the marketing department. MediaCom Wins $15 Mil. Supercuts AssignmentNEW YORK—Supercuts, the hair-salon chain, awarded its estimated $15 million media buying assignment to Grey Global Group's MediaCom, sources said. A MediaCom representative referred calls to the client. Supercuts representatives did not return calls. Contenders included New York shops MediaVest, Mediaedge:cia, Initiative Media North America, Zenith Media, OMD, PHD, Icon International, R.J. Palmer, The Media Kitchen and incumbent Universal McCann, whose sister shop, McCann-Erickson, San Francisco, handles creative. Saab Launches $10 Mil. Direct Marketing ReviewATLANTA—Saab Cars USA has placed its $10 million direct marketing account in review, according to the client. The Martin Agency retained direct and relationship marketing chores when the Norcross, Ga.-based manufacturer shifted the creative and strategic portions of its estimated $65 million general-market account to Lowe (New York and Stockholm, Sweden), in spring 2001. Officials at Martin referred calls to the client. The Richmond, Va., shop declined to say whether it would defend the business. Boston-based Digitas handles relationship marketing for Saab overseas and interactive for Saab in the U.S. and, sources said, is likely to pursue the U.S. direct account. Digitas has worked for several General Motors brands, and counts the automaker among its largest clients. "GM has put more emphasis on relationship marketing as a whole," said one source. "And that has dribbled down to the divisions."Account ActivityBen & Jerry's has launched a review of its $5-10 million account, sources said. At least 15 questionnaires were sent two weeks ago and are due back to the client this Thursday, sources said. The RFP asks for creative samples, including radio work, which are due on Friday. Black Rocket Euro RSCG in San Francisco and Fitch in Ann Arbor, Mich., are the incumbents and are participating, a source said. AAR Partners in New York is the consultancy managing the process. The Burlington, Vt.-based client is owned by Unilever.

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