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McDonald's Management Goes Back to SchoolChicago Executives from MTV, Johnson & Johnson and Lifetime Television told McDonald's management and agency executives last week about how they successfully built brands that reach women and children. The execs were invited to the three-day weekend by McDonald's global marketing chief Larry Light in an attempt to reinvigorate the flagging fast-food brand. Agencies did not present creative concepts at the meeting, held at McDonald's Oak Brook, Ill., headquarters, although some shops presented ideas about effective marketing techniques, such as the use of music in advertising, sources said. "This is a major input session," said Ron Paul, president of restaurant consultancy Technomic in Chicago. "A major digestion session will follow, and after that, all bets are off."States Want to Tax Ad Services, Ban Soda Ads From Schools Advertising is under attack in eight states hungry for revenue to fill budget gaps. A bill introduced in Maine calls for a tax on soft drinks. Half the money raised would go toward programs aimed at prohibiting soft-drink ads on school property. A second Maine bill calls for a commission to study the causes of obesity and report on strategies to restrict advertising of high-fat foods to students. Meanwhile, Kansas and Nebraska have introduced bills that would tax some ad services. Arkansas, Connecticut, Maryland, Michigan and Ohio are considering similar proposals. Connecticut's plan is said to be on a fast track.CCG Could Sell Off Scholz & Friends to Pay Off Debt Cordiant Communications Group is said to be looking to unload its 77 percent stake in German-based ad network Scholz & Friends. The British holding company, parent to Bates and 141 Worldwide, has been considering unloading certain assets to pay down debt, sources said. Scholz & Friends was one of two holdings that were unaffected by a CCG reorganization last year. DuPont Begins 'Agency Reassessment' DuPont has sent out requests for information to both roster and nonroster agencies in what sources described as an "agency reassessment" by the Wilmington, Del.-based client. The company recently consolidated its eight business units into six, and sources said DuPont wants to realign its global advertising duties to boost its cost-efficiency. The company spent about $70 million on advertising from January to November 2002, according to CMR. McCann-Erickson handles DuPont's corporate-image account and ads for its Lycra brand, while BBDO handles ads for the Stainmaster brands. Other recipients include Young & Rubicam; Saatchi & Saatchi; Grey; Ogilvy & Mather; DDB; Foote, Cone & Belding; Fallon and a number of smaller shops, sources said. The request forms are due back next week, with RFPs expected to go out to a short list of agencies later this month, sources said. Kathy Ellis, who works in the client's purchasing department, is managing the request, sources said. MRM Partners Creates 3 Management PositionsRelationship-marketing agency MRM Partners Worldwide has created three new management positions. Steve Woolford, 50, evp and managing director of MRM interactive-marketing division Zentropy Partners in Los Angeles, has been promoted to worldwide managing director for Zentropy. Michael Hughes, 48, has been elevated to North American regional director for MRM. Hughes, who is based in San Francisco, was MRM's worldwide group account director for Microsoft. Jane Tubb, 44, has joined MRM as Asia Pacific regional director. Tubb, who is based in Sydney, Australia, was most recently a group managing director at Clemenger BBDO. All three posts report to Pamela Maphis Larrick, MRM worldwide CEO.Brown-Forman Consolidates Its $160 Mil. Account at UMBrown-Forman, the marketer of Jack Daniels and Southern Comfort, will consolidate its estimated $160 million global media buying and planning account with IPG's Universal-McCann in New York, sources said. The company also produces Korbel champagnes and other spirits. Brown-Forman declined comment, as did UM reps.

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