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Golden Marble Lauds Kids Ads
NEW YORK--Leo Burnett in Chicago last week won 10 trophies in the first Golden Marble Awards for creative excellence in children's advertising, presented here last week. Campbell Mithun Esty in Minneapolis took home best of show honors for a Hostess snack spot, while Griffin Bacal grabbed seven awards for its work for clients including Hasbro. The Cartoon Network in Atlanta walked away with eight awards, including the gold statuette for best campaign.

Aetna Begins 3-Pronged Ad Push
CHICAGO--Aetna yesterday broke a corporate branding campaign from Ammirati Puris Lintas, New York. TV spots are tagged, "What matters most." Other new APL spots for the Hartford, Conn.-based client breaking this month tout Aetna Retirement Services with the tag, "A plan to live well." A third effort, for the Aetna/U.S. Healthcare unit begins next week. Those spots, from Waylon Ad in St. Louis, are tagged, "Raising the quality of healthcare in America."

Cablevision Clicks on Kirshenbaum
NEW YORK--Cablevision Systems has selected Kirshenbaum Bond & Partners here to create its first corporate branding effort after a review involving some 17 agencies. The $25 million account was awarded two months after Kirshenbaum was named to handle the $3-5 million advertising duties of Fox Sports New York and MSG Network--two other holdings of Woodbury, N.Y.-based Cablevision. New creative work is expected early next year.

Fallon Breaks New Work for BMW
NEW YORK--Fallon McElligott's new $50 million campaign for the fifth generation of BMW's 3 Series looks and sounds like the client's previous ads: black-and-white photography backed by a throbbing techno-pop soundtrack. One emphasizes the "feel" of driving the car; the other showcases its spaciousness. Both break tonight during ABC's Monday Night Football telecast. Print, radio, outdoor, direct and Web activities also support.

CIA Launches U.S. Unit
NEW YORK--CIA Medianetwork, the world's second-largest media specialist, acquired VSM Media here, as expected [Adweek, August 17]. VSM, which handles more than $220 million in billings for clients such as Guinness, Barnes & Noble and Volvo, was one of the few remaining U.S. media independents. The new entity, CIA VSM Media, will be headed by VSM founders Tom Sassos and Joanne McGill. London-based CIA claims over $4 billion in billings from clients such as Calvin Klein Cosmetics, Nike, Shell and Microsoft.

Sears Breaks New 'Softer' Ads
CHICAGO--Sears, Roebuck and Co. builds on its "softer side of Sears" ad theme with three 30-second spots from Young & Rubicam, New York, that broke on Sunday's Emmy Awards broadcast. The ads, which encourage customers to "take another look" at the Hoffman Estates, Ill., retailer, move away from the visual puns that characterized past efforts and compare women in outdated fashions with those in more modern styles. Print ads hit October women's magazines. Both retain the tag, "Come see the softer side of Sears."

Frankel Backs Away from IPO
CHICAGO--Frankel & Co. said it has suspended previously announced plans for an initial public offering of stock. "This is no market to go public in," said Bud Frankel, chairman of the 750-employee promotions agency, which reported revenues of $78 million in 1997.

Dual Agency Approach for PWC
BOSTON--Hill, Holliday, Connors, Cosmopulos and sister shop Ammirati Puris Lintas will launch the first global image campaign early next year for PricewaterhouseCoopers. The agencies, both owned by the Interpublic Group of Cos. in New York, were tapped last week for the $50-60 million account [Adweek, Aug. 3]. Hill, Holliday here will handle domestic chores; APL in New York will work overseas. PricewaterhouseCoopers was spawned from the merger of Price Waterhouse and Coopers & Lybrand. Incumbent McCann-Erickson, New York, chose not to participate.

Newswire Roundup
Della Femina/Jeary and Partners, New York, has won creative duties on the $10 million Jos. A. Bank account. The win follows a two-month review that included five other New York, Baltimore and Washington, D.C., agencies [Adweek, Aug. 3]. Horizon Media, New York, will continue to execute media buying and planning tasks for the Hampstead, Md.-based clothier Software AG Americas has pulled its $5-7 million ad account in-house from Mullen less than a year after it hired the agency. The Wenham, Mass., shop retains the public relations assignment The McCarthy Group, Dallas, has landed 1-800-Mutuals, a privately-held mutual funds brokerage house with estimated billings of $5-6 million Hasbro next week launches a $5 million campaign themed "Family game night," touting hundreds of its products across its toy and game titles. The integrated marketing campaign includes one television spot and print ads produced by Griffin Bacal, New York Gotham, New York, unveiled three TV spots for online broker E*Trade, part of what the client said will be $150 million marketing push supporting the client's revamped Web site. Radio and print ads also support.