FCB Splits With Sara Lee Bakery, Deli

CHICAGO—Foote, Cone & Belding here has parted with Sara Lee Bakery and Sara Lee Deli. Those units of the Chicago company are relocating, with the bakery unit going to St. Louis, the deli unit to Cincinnati. The agency estimated combined billings at $10 million. A Sara Lee marketing executive said the split was entirely because of the relocation. No decision has been made on which agencies might pick up the accounts, he said.

New PepsiCo Unit Close to Launch

CHICAGO—Omnicom is expected to choose the name Verus for its new agency here, sources said. The unit will be aligned with DDB Chicago and handle an estimated $350 million in business from PepsiCo, most of which had been at Foote, Cone and Belding, Chicago. DDB and Omnicom officials refused to confirm the new name, which translates from the Latin as “real,” “true” or “genuine.”

Periscope Picks Up Katadyne

CHICAGO—Periscope was named lead agency for portable water-filter marketer Katadyne. The Minneapolis agency beat out three undisclosed rivals—one in the U.S., two overseas—in a review. Its first assignment is to create a new identity for the company, which recently acquired Pur’s portable water-filtration business, the agency said. Billings are estimated at $1-2 million.

Pep Boys Moves to Richards Group

DALLAS—Pep Boys-Manny, Moe & Jack awarded its estimated $40 million account to The Richards Group, Dallas, without a review, after pulling it last month from DDB Chicago. Jeff Palmer, who took over as the auto-service chain’s svp of marketing and advertising in November, cited his experience working with Richards at Home Depot as part of the reason for the move. Richards’ new Hispanic division, Grupo Gallegos, will lead Latino marketing efforts. Philadelphia-based Pep Boys operates 628 stores in 36 states and Puerto Rico.

Cadillac in Driver’s Seat for Super, Pro Bowls

DETROIT—Cadillac becomes the official vehicle of the Super Bowl and the Pro Bowl under a new partnership between General Motors and the National Football League. Cadillac will launch an ad campaign for its new Cadillac CTS and Escalade EXT in a 60-second TV spot slated to air during Super Bowl XXXVI on Feb. 3. The spot was created by Cadillac’s national agency, D’Arcy Masius Benton & Bowles in Troy, Mich.

Kraft Consolidates Latin American Media

CHICAGO—Kraft Foods consolidated the bulk of its Latin American media planning and buying at Starcom Latin America. Starcom’s duties will cover planning and buying for countries including Argentina, Venezuela, Peru and Ecuador and all of Central America. Billings were not disclosed. Young & Rubicam will handle media coordination and planning in Brazil. Starcom earlier this year won the Northfield, Ill., company’s consolidated $30 million Central European media business; Bcom3 sister MediaVest USA won Kraft’s $800 million North American media business last December. Media duties had been handled by Kraft’s regional creative agencies.