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GroupM Dubs New Global Network 'Maxus'LOS ANGELES WPP's GroupM has named its third global media network Maxus, sources said last week. The new unit is meant to be a conflict shop as well as a more entrepreneurial entity than the holding company's other two networks, MindShare and Mediaedge:cia. Maxus will incorporate WPP's free-standing, smaller media shops worldwide, such as Maximize and Media Insight. The network will begin rolling up several Asian media offices under the Maxus banner this month, sources said.3 Roster Shops Present in Nestlé's $1.5 Bil. Media BattleLOS ANGELES Nestlé heard presentations in New York last week from three roster shops, which are competing for the company's $1.5 billion global media account, sources said. IPG's Universal McCann went first on Wednesday morning, followed by WPP's MindShare in the afternoon and Publicis' ZenithOptimedia on Thursday. The shops presented ideas on the future of media, as well as how they would handle the account, sources said. A decision is expected in June.McD's Moves Online Buying, Gaming Tie-In Work to OMDCHICAGO McDonald's has shifted youth online buying and gaming tie-in duties to OMD, sources said. The business, valued at an estimated $10 million, was held over at Publicis' Starcom IP after the client consolidated most of its $1 billion media business at OMD in December. OMD Digital in Chicago handles adult online buying. Starcom IP recently was put under the same reporting structure as sibling StarLink, which handles Chuck E. Cheese's $25 million account, sources said.'Connect Truth' Campaign To Teens: Don't Play With FireBOSTON A cigarette causes a room to go up in flames in The American Legacy Foundation's latest anti-smoking spot, breaking today. In the ad, part of the "Connect Truth" effort from Havas' Arnold and MDC's Crispin Porter + Bogusky, a teen notes that "cigarettes are still the No. 1 cause of fire-related deaths." The client spent about $80 million on ads in 2003, according to Nielsen Monitor-Plus. HSBC Execs Check Chemistry With 3 Holding-Co. SuitorsLOS ANGELES HSBC executives traveled to New York last week for capabilities and chemistry meetings with the three holding-company "working teams" competing for the $600 million global marketing-services account, sources said. The WPP and Omnicom teams presented on Tuesday, and the IPG unit went on Wednesday. The contenders will present at the client's London headquarters in May for the final round.10 Shops Vie for Florida Citrus' $30 Mil. Media AccountNEW YORK Ten semifinalists in the Florida Department of Citrus' creative and media review last week received a written assignment that is due May 14. Competing for the $30 million account are Grey, Publicis, Omnicom's BBDO and WPP's Young & Rubicam, all in New York; IPG's Hill, Holliday, Connors, Cosmopulos in Boston; Havas' Euro RSCG Tatham Partners, IPG's Sawyer Miller and independent Cramer-Krasselt, all in Chicago; and independents Fitzgerald + Co. in Atlanta and The Richards Group in Dallas, the incumbent. Four finalists will present June 17, the same day a decision is due.Old Navy to Break First Ads By Deutsch/LA in FallSAN FRANCISCO Deutsch/LA, which won Old Navy's $180 million account last week, will launch its first campaign for the retailer this fall. The San Francisco-based client, owned by Gap Inc., chose Deutsch because of its brand insight and collaborative approach, said a rep. Andy Awards Give Voice To Audience With New AwardNEW YORK The Andy Awards will heed the people's voice this week when the organization bestows its first Audience Choice Award. Following the ceremony, to be held Tuesday night in New York, voters have three days to pick their favorite silver-winning ad at andyawards.com. The winner gets a championship ring.

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