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MindShare Lands Sears Optical TV AccountCHICAGO—Sears, Roebuck and Co., Hoffman Estates, Ill., has moved TV buying and planning duties on its Sears Optical account to Mindshare, Chicago, a company rep said. The unit's media duties had been handled by Liggett-Stashower, Cleveland, which still handles some Sears Optical media work, the rep said. Sears Optical's media expenditures totaled $8 million in 2001 and roughly $3 million through August 2002, according to CMR. Mindshare already handles media buying and planning for Sears. Lexmark to Award Media Account to StarLinkCHICAGO—Lexmark International is expected to award its $15-20 million media account to StarLink, following a review, sources said. The Lexington, Ky., computer-printer maker awarded its creative duties to StarLink's Publicis Groupe sibling LB Works last month [Adweek, Nov. 5], though the reviews were run separately, sources said. Executives from StarLink could not be reached for comment. Roger Rydell, client vp of corporate communications, said it would be "premature" to comment on the media review. The account had been at Optimedia, New York. Zane Joins iLeo as General ManagerCHICAGO—ILeo, Leo Burnett's customer-relationship-marketing unit, hired Ricardo Zane as general manager of its North American operations, a new post. Zane, who had been at Burnett's Toronto office, will report to iLeo North American CEO Peter Steinhauser. In Toronto, Zane, 40, was managing partner of iLeo Canada, where he integrated the shop's direct, interactive and direct marketing groups. Toyota's Lentz Wants More CollaborationDETROIT—Jim Lentz, named vp of marketing for Toyota Motor Sales USA last week, said he wants to see more collaboration and communication among the company's marketing partners. In the new post, Lentz, previously vp of Toyota's Scion vehicle, replaces Steve Sturm, who will move to the automaker's Toyota Logistics Services unit. Wilson to Handle Carat's New BusinessCHICAGO—Carat USA here hired Mark Wilson as an svp in charge of new business, a newly created position. Wilson previously headed new business at Media edge:cia, Chi cago, for more than 12 years. Golin/Harris Sets Coors TeamDALLAS—Golin/Harris International's U.S. account team for Coors Brewing Co. will be led by Gary Rudnick, managing director of the Dallas office. Bernie Charland, svp, will head the shop's employee-communications initiatives for Coors out of Chicago. Golin/Harris' London office has represented Coors subsidiary Coors Brewers since April. Jeep Gets Into GamingDETROIT—DaimlerChrysler's Chrysler Group has a new Inter net gaming initiative on Jeep.com. "Game Zone" is meant to increase brand awareness and customer loyalty while driving site traffic. The initiative was led by Jeff Bell, vp for Jeep marketing, who developed similar projects for the brand when he was Chrysler Group's vp of marketing. The projects' strategy was created by BBDO, Troy, Mich.; the Arnell Group, New York; and Organic, Detroit, Bell said.

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