Reboot
Think New Ideas picks up Software AG

Reboot
Think New Ideas picks up Software AG, rejoining a category it left when it lost Oracle. See page 5.

New Initiative
Western Changes Name, Reorganizes
Western Initiative Media Worldwide is dropping its venerable Western name and becoming Initiative Media North America, leveraging the power of the European-born Initiative brand. The company is also reorganizing into five regional offices. See National News on page 67.

movie buffs
After crafting a successful sweepstakes promotion for the client, Friedland Jacobs Communications has picked up the $15-20 million Hollywood.com account. The entertainment-focused agency has launched its first work for the movie listings site.
See page 8B.
head in the game
Activision has picked a player for its creative and strategic planning account. D’Arcy Masius Benton & Bowles, a veteran packaged-goods shop with consumer product brand management experience, wooed the videogame maker by offering greater resources than its previous shop.
See page 5.
giant plans
Ed Dilworth, president of San Francisco’s Arnold Ingalls Moranville, is leaving the agency to begin a career at his own new company, Web content developer GiantHeads. Replacing him at Arnold Ingalls is Penny Baldwin, whom Dilworth had long been recruiting.
See page 4.
political animals
Louie the Lizard and his friends will try their hand at mudslinging when Goodby, Silverstein & Partners extends its Budweiser campaign into an election spoof.
See National News
on page 67.
back in the biz
After nearly two
decades in
advertising, Ken Mandelbaum left the business and became a commercial director and aspiring screenwriter. But BBDO made him a
compelling offer: chief creative officer of BBDO West. Angela Dawson reports. Plus, Barbara Lippert, Mark Dolliver and Best Spots of January.
See page 22