SPRINGDALE, AK: Tyson Foods will rely on its ad agencies to handle PR for a new integrated campaign that seeks to position the company as a protein provider rather than simply a processor of chicken, beef, and pork products.

SPRINGDALE, AK: Tyson Foods will rely on its ad agencies to handle PR for a new integrated campaign that seeks to position the company as a protein provider rather than simply a processor of chicken, beef, and pork products.

Arnold Worldwide, Boston, is handling general marketing advertising and PR; E. Morris Communications, Chicago, is handling PR for the African American market; and Lopez Negrete Communications, Houston, is addressing the Hispanic market. The campaign carries the tagline "Powered by Tyson."

CHICAGO: Melinda McMullen, formerly SVP of communications and public affairs with Bank One in Chicago, has become the head of communications for retail financial services at JP Morgan Chase now that the merger of Bank One and Chase is complete. McMullen will remain in Chicago and oversee media relations, employee communications, and philanthropic efforts for the consumer banking operations of the merged institution. Fred Hill, formerly head of marketing and communications at Morgan Chase, remains in that position in the merged bank.

NEW YORK: Ogilvy Public Relations Worldwide has been named PR agency for DigitalLife, a consumer technology event to be held October 14-17, 2004, in New York. DigitalLife is produced by Ziff Davis Media.

EAST RUTHERFORD, NJ: MWW Group has been hired by Digital Lifestyles for the launch of hip-e, a new line of hardware and software products.

LOS ANGELES, CA: Richard Licata has been promoted to EVP, corporate communications for Showtime Networks. Licata will be responsible for the strategic planning and execution of all global public and media relations initiatives designed to enhance Showtime's corporate and programming profile and growth.

ATLANTA: Genna Keller, former head of Ogilvy PR's Atlanta office, has joined Trevelino Communications as a partner and head of its new DC office. The year-old niche technology firm will rebrand as Trevelino/Keller Communications Group. Clients include Raving Brands, ReachView Technologies, and RefrigiWear.

SAN FRANCISCO: Lime PR & Promotion has opened an office in the Bay Area. The new office's clients include Chela Education Financing, alcoholic energy drink Sparks, and BBC America. VP and communications director Laura Leinweber will oversee the office.

FAIRPORT, NY: Michael Martin has been named VP corporate communications for the US drink group of Constellation Brands, a major wine and spirits maker. Martin will oversee media relations, reputation management, and financial and employee communications. He had been director of corporate communications for Cadbury Schweppes's Dr Pepper/Seven Up division in Texas since 1997.

NEW YORK: Grey Healthcare Group has acquired Hurd Studios, a visual communication company in the healthcare industry.

CHICAGO: Kevin Donnellan, who had run his own Chicago-based agency, has joined Lipman Hearne as an SVP. Donnellan, while running Donnellan Communications, worked with clients such as Sears, Quaker Oats, and Brunswick.

GARDENIA, CA: Katherine Zachary has been named manager of corporate communications Midwest region for Nissan North America. She will work at the company's Farmington Hills, MI, facility. Zachary has been an associate editor at ad Ward's Automotive Reports.

NEW YORK: Fusion PR is spearheading communications outreach for the Trusted Electronic Communications Forum, in its efforts to stop the threat of online fraud that can lead to identity theft and brand distrust. The association's board consists of leaders from AT&T Wireless, Best Buy, Charles Schwab, IBM, and Siebel Systems.

ALEXANDRIA, VA: O'Keeffe & Company has added three new clients - government software firm EzGov, collaboration services technology company V-SPAN, and enterprise security technology firm Xacta.

NEW YORK: Alan Taylor Communications has added six new client partners to its roster, including Ameriquest Mortgage Company, Sara Lee Branded Apparel's Duofold brand, Outdoor Life Network, Town Sports International (New York Sports Clubs, Boston Sports Clubs, Washington Sports Clubs and Philadelphia Sports Clubs), Superset Tennis, and The Buoniconti Fund to Cure Paralysis.

NEW YORK: Berk Communications, which specializes in hospitality and entertainment PR, product publicity, and special events, has signed Miami based Miller's Gin as a client.

WESTLAKE, OH: Nordson Corporation has appointed Derrick Johnson as director of corporate PR.

GREAT NECK, NY: Marcomm Group, an integrated marketing communications agency, has appointed Brian McKernan, former editorial director of Videography and founder of Digital Cinema magazine, as VP of account services.

HARRISBURG, PA: Deborah Steele Saline has joined PRworks as chief operating officer. Most recently she served as VP of communications and marketing for The Hospital and Healthsystem Association of Pennsylvania.

MINNEAPOLIS, MN: Retek has appointed Al Galgano as VP of IR and business development.

NEW YORK: Bankrate has appointed Bruce J. Zanca as SVP and chief marketing/communications officer. Zanca will be in charge of the company's IR, PR, and corporate marketing efforts.

LOS ANGELES and WASHINGTON, DC: Recruitment firm Korn/Ferry International, in its external affairs practice, has promoted Pepper Lunsford to client partner and hired Katie Davies and Asheley Galloway as senior associates. All specialize in the recruitment of senior-communications, investor-relations, and government-affairs executives.

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