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Piedmont Federal S&L Selects WoodbineATLANTA—Piedmont Federal Savings & Loan Association has hired The Woodbine Agency as its first agency of record. There was no review. Billings are estimated at $2 million. The Winston-Salem, N.C., shop will handle media, creative, interactive and collateral for the century-old bank, also based in Winston-Salem. Auctionworks Accepts Creaxion's BidATLANTA—Creaxion has added Auctionworks, an online sales management specialist, to its client roster. The Atlanta shop will be responsible for all marketing and public relations efforts, including national media and analyst relations, advertising and strategic partnership management. Auctionworks is based in Atlanta. AD Store Gains Econo Lodge AssignmentATLANTA—AD Store DC has won project work for Choice Hotel International's Econo Lodge. The Washington, D.C., agency bested two undisclosed district rivals for the $2 million business. Ad Store's initial duties include "Race In, You Could Win" radio ads for Econo Lodge's joint effort with Coca-Cola's "Racing Family" summer promotion series. Choice Hotels International is headquartered in Silver Spring, Md. Match Gets to Work for Creative Loafing ATLANTA—Match has added Creative Loafing to its account list. The Atlanta agency will create a unified branding program for the alternative newsweekly's six papers, which include Creative Loafing in Atlanta and Charlotte and Greenville, N.C., The Spectator in Raleigh, N.C., and The Weekly Planet in Sarasota and Tampa, Fla. Billings are $1 million. PreVision Will Help Keds Launch StoresBOSTON—PreVision Marketing has been retained to provide direct marketing and database support for Stride Rite's Keds division. The Lincoln, Mass., agency, selected for the new assignment following a review of undisclosed shops, will help Keds launch six retail sites in 2001. The first two stores opened in Atlanta in late June; two are expected to open in Florida at the end of the summer. The final two outlets will open by year's end in undetermined locations. The budget was not disclosed, but sources estimated spending in the seven-figure range. Toth Brand Imaging in Concord, Mass., continues to handle Keds $10 million ad account. Adworks Is Among Oilheat Group's FinalistsNEW YORK—The National Oilheat Research Alliance, a coalition of 8,000 heating-fuel distributors, has narrowed its agency search to three shops. Contenders that have advanced are Adworks in Washington, D.C., Fallon in New York and Bozell in Chicago. The group's creative and media account is estimated at $10 million-plus. The Arlington, Va.-based client, which was formed in January, is looking for a shop to tout the benefits of oil heat to residents of urban areas such as New York, Boston, Seattle and Milwaukee. This is the alliance's first agency search; it has not advertised before. Finalists will make strategic pitches late this month. Work is expected to debut in spring 2002.

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