To read these articles in their entirety, subscribe to Adweek Online’s Premium Services.

Flour Power
Sara Lee consolidates its $30 million bakery-product account at Publicis in Dallas.

Beer’s Vox Populi
Icehouse Reconnects With the People
Square One, with a little help from beyond its creative department, is relaunching Miller’s Icehouse beer via a $20 million campaign. The Dallas shop produced eight wacky, intentionally low-budget television spots from concepts submitted by the general public.

LIQUID ASSETS
Suntory Water Group has awarded its advertising account
to Fletcher Martin Ewing. The agency defeated three other Atlanta shops in
a review for the estimated $5 million account. FME’s initial print and radio messages will break next month.

SOUTHERN BLUES
Adworks has won the $2-3 million account of Trigon Blue Cross and Blue Shield.
The Washington, D.C., agency topped two co-finalists in a review for the healthcare insurer’s print and television duties in Virginia. Incumbent Arnold in McLean, Va., did not mount a defense.

GUARDS STAND FAST
Laughlin, Marinaccio & Owens has been retained to handle recruitment advertising for the Army and Air National Guards. The Arlington, Va., agency, which has held the account since 1995, defended against WestWayne in Atlanta and two undisclosed shops.

‘BOOM!’ MAN IS BACK
Fox’s pro football commentator, John Madden, returns in a new campaign by Brann Forbes for Rent-A-Center. Two spots by the Dallas agency are airing on network television.

Let The Game Begin
Britney will be there. So will E*Trade’s chimp, Led Zeppelin and the Coen brothers. We preview the Super Bowl advertising mix-and the sales picture-as it stands with two weeks to go. Barbara Lippert looks at the Jeep spot pulled by DaimlerChrysler after protests from hunters. Plus, Mark Dolliver’s Portfolio.