MARKETPLACE ROUND-UP

          IL-based water softener and product retailer Culligan
     is the title sponsor of the Culligan Holiday Bowl through
     2001.  Culligan Chair Dick Heckmann: "Far more know about
     water issues than 20 years ago.  We want them to know we are
     the answer to the problem. ... We think marketing and
     building awareness among kids in college today is going to
     be important for us in the future" (AZ DAILY STAR, 12/17).
     ...Columbia Sportswear has signed U.S. Olympic skier AJ Kitt
     to promote its outerwear (Columbia)....Chicago-based Rosen
     Group has been named to handle the consolidated account for
     IL-based One-on-One Sports.  The deal includes creative and
     direct mail that had been handled by Chicago-based Leap
     Partnership (N.Y. TIMES, 12/18).