Sears Names Y&R Media Buyer for Magazines
CHICAGO–Sears, Roebuck & Co., Hoffman Estates, Ill., consolidated media buying for magazines at Young & Rubicam in New York. Previously, the responsibility was split between Y&R and its other national agency, Ogilvy & Mather here. Sears spent $31 million on magazines in 1996, according to Competitive Media Reporting.

SDRC Considers 4 Shops in Review
ATLANTA–SDRC, a Cincinnati-based software company, is looking at four shops to handle its advertising, said SDRC’s Karen Kramer, manager of advertising and design. She said the company is considering Kearns Design, Dayton, Ohio (which has been handling design work for SDRC); Howard, Merrell & Partners, Raleigh, N.C.; M&C Saatchi, New York; and McConnaughy Stein Schmidt Brown, Chicago. Sources said the budget is $5-7 million. A decision is expected Oct. 17. This will be the first agency-of-record relationship for SDRC in several years, Kramer said. SDRC’s ad work is currently handled in-house and by various agencies.

Kellogg Campaign Addresses Nutrition
CHICAGO–Kellogg Co., Battle Creek, Mich., this month launches a series of print ads, tagged “Cereal. Eat it for life,” that promote the nutritional benefits of cereal and address issues such as cancer, heart disease, osteoporosis, weight management and children’s growth. Leo Burnett here created the campaign.

McDonald’s Adds New Chicken Item
CHICAGO–McDonald’s last week launched Chicken Selects–crispy, tender pieces of chicken breasts–in New York, Miami and Washington, D.C. The new item takes on Burger King’s Chicken Tenders product. A wider rollout may follow after McDonald’s begins the new “Did somebody say McDonald’s?” campaign from DDB Needham in Chicago Oct. 3.

Drypers Seeks Shop for $5-10 Mil. Account
LOS ANGELES–Drypers Corp., maker of Drypers Disposable Diapers, has placed its ad account in review, said sources. Billings are $5-10 million, although previous ad spending has been under $1 million per year, according to Competitive Media Reporting. Agencies contacted by the client include Suissa Miller Advertising, Los Angeles; Hajjar and Partners, Marina del Rey, Calif.; and Grant/Jacoby, Chicago. Agency executives declined comment. Creative presentations will take place this week, sources said. A decision is expected by October.

Caruso Stepping Down at LS&Y
CHICAGO–Ray Caruso resigned as president of Lord, Sullivan & Yoder in Columbus, Ohio, effective at the end of the year. Caruso will run a consulting firm helping businesses balance growth and social responsibilities. Chairman and CEO Bob Bender will take on the president’s duties after Caruso, who joined the agency six years ago. He will remain on LS&Y’s board of directors.