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                                                                    EXHIBIT 10.1

                         BRONNER SLOSBERG HUMPHREY CO.
                                1998 OPTION PLAN

SECTION 1.  Purpose; Definitions

          The purpose of the Plan is to give Bronner Slosberg Humphrey Co., a
Massachusetts business trust (the "Company") and its Affiliates (each as defined
below) a competitive advantage in attracting, retaining and motivating key
employees and other individuals providing services to the Company and its
Affiliates, and to enable the Company and its Affiliates to provide incentives
linked to the financial results of the Company's and its subsidiaries'
businesses.

          For purposes of the Plan, the following terms are defined as set forth
below:

          "Affiliate" of a Person means a Person directly or indirectly
controlled by, controlling or under common control with such Person.

          "Board" means the Board of Directors of the Trustee.

          "Closing" and "Closing Date" have the meanings set forth in the
Recapitalization Agreement.

          "Closing Options" has the meaning set forth in Section 5(a).

          "Code" means the Internal Revenue Code of 1986, as amended, and any
successor thereto.

          "Committee" has the meaning set forth in Section 2(a).

          "Company" means Bronner Slosberg Humphrey Co., a Massachusetts
business trust.

          "Employment/Service" means employment with, or the performance of
services as a non-employee director, consultant or other independent contractor
for, the Company or any of its Affiliates.

          "Escrow Agreement" means the escrow agreement, dated as of January 6,
1999, by and among Michael E. Bronner and David W. Kenny, the Company, Strategic
Interactive Group Co., a Massachusetts business trust, Positano and Boston Safe
Deposit and Trust Company.

          "Exchange Act" means the Securities Exchange Act of 1934, as amended
from time to time, and any successor thereto.

          "Exercise Date" has the meaning set forth in Section 6(b).
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          "Exercise Notice" means a written notice by a Participant to the
Company, on such form as the Committee may prescribe from time to time, stating
that an Option is being exercised.

          "Exercise Price" shall mean the price per Share at which Shares can be
purchased pursuant to Options.

          "Fair Market Value" of a Share as of any given date means (i) if the
Shares are not then listed on any exchange or NASDAQ, the fair market value of a
Share as determined in good faith by the Committee, and (ii) if the Shares are
so listed, the mean between the highest and lowest reported sales prices on such
date of a Share on the New York Stock Exchange or, if not listed on such
exchange, on any other national securities exchange on which the Shares is
listed or, if not so listed, on NASDAQ on the last preceding date on which there
was a sale of Shares on such exchange or on NASDAQ.

          "Incentive Stock Option" means any Option that is designated in the
applicable Option Agreement, and that qualifies as, an "incentive stock option"
within the meaning of Section 422 of the Code.

          "IPO" means an Initial Public Offering, as defined in the Shareholders
Agreement.

          "Mature Shares" means Shares that have been owned by the Participant
in question for at least six months.

          "NASDAQ" means the NASDAQ Stock Market, Inc. National Market.

          "Nonqualified Stock Option" means any Option that is not an Incentive
Stock Option.

          "Option" means a right to purchase Shares granted pursuant to this
Plan.

          "Option Agreement" means an agreement setting forth the terms and
conditions of an Option or Options.

          "Participant" means any individual eligible to receive grants of
Options as set forth in Section 4 to whom an Option has been granted.

          "Person" means an individual, corporation, partnership, limited
liability company, joint venture, trust, unincorporated organization, government
(or any department or agency thereof) or other entity.

          "Plan" means the Bronner Slosberg Humphrey Co. 1998 Option Plan, as
set forth herein and as hereinafter amended from time to time.

          "Plan Shares" has the meaning set forth in Section 11(b).

          "Positano" means Positano Partners Ltd., a Bermuda exempt company.

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          "Positano's Consent" means the written consent of Positano

          "Recapitalization Agreement" means the Recapitalization Agreement,
dated November 28, 1998, among Positano Partners Ltd., Hellman & Friedman
Capital Partners III, L.P., H&F Orchard Partners III, L.P., H&F International
Partners III, L.P., the Company, Strategic Interactive Group Co., and certain
individuals listed on Annex A thereto.
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          "Rollover Options" has the meaning set forth in Section 5(b).

          "Rule 13d-3" means Rule 13d-3, as promulgated by the SEC under the
Exchange Act, as amended from time to time.

          "SEC" means the Securities and Exchange Commission or any successor
agency.

          "Section 162(m) Option" means an Option that is (i) granted at a time
when the Company is a "publicly held corporation" within the meaning of Section
162(m)(2) of the Code, and (ii) not exempt from the application of Section
162(m) of the Code by reason of one of the transition rules set forth in
Treasury Regulation Section 1.162-27(f) or a similar transition rule.

          "Securities Act" means the Securities Act of 1933, as amended from
time to time, and any successor thereto.

          "Shareholders Agreement" means the Shareholders Agreement, dated as of
January 6, 1999, among the Company and certain shareholders of the Company, as
amended from time to time.

          "Shares" means the shares of beneficial interest in the Company.

          "Trustee" means Vesuvio, Inc., a Delaware corporation and the sole
trustee of the Company.

SECTION 2.   Administration

          (a)   Committee. The Plan shall be administered by a committee of the
Board designated for such purpose (the "Committee"), or, if no Committee has
been designated, by the Board (in which case all references herein to the
Committee shall include the Board).

          (b)   Powers of Committee. Among other things, the Committee shall
have the authority, subject to the terms of the Plan, to:

          (i)   select the Participants to whom Options are granted;

          (ii)  determine whether and to what extent awards of Incentive Stock
Options and Nonqualified Stock Options or any combination thereof are to be
granted hereunder;

          (iii) determine the number of Shares to be covered by each Option
granted hereunder;

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          (iv)   determine the terms and conditions of any Option granted
hereunder;

          (v)    with Positano's Consent, accelerate the vesting, and otherwise
modify, amend or adjust the terms and conditions, of any Option, at any time or
from time to time;

          (vi)   adopt, alter and repeal such administrative rules, guidelines
and practices governing the Plan as it shall from time to time deem advisable;

          (vii)  interpret the terms and provisions of the Plan and any Option
issued under the Plan and the Option Agreement relating thereto in its sole
discretion; and

          (viii) otherwise supervise the administration of the Plan.

          (c)    Action by Majority. The Committee may act only by a majority of
its members, except that the members thereof may authorize any one or more of
their number or any officer of the Company to execute and deliver documents on
behalf of the Committee.

          (d)    Dispute Resolution. Any dispute or disagreement which may arise
under, or as a result of, or in any way relate to, the interpretation,
construction or application of the Plan or an Option (or related Option
Agreement) granted hereunder shall be resolved by the Committee in its sole
discretion. All decisions made by the Committee shall be final and binding on
all Persons, including the Company and the Participants.

          (e)    Indemnification. No member of the Committee or the Board shall
be liable for any action or determination made in good faith with respect to the
Plan or any Option or Option Agreement. To the full extent permitted by law, the
Company shall indemnify and save harmless each Person made or threatened to be
made a party to any civil or criminal action or proceeding by reason of the fact
that such Person, or such Person's testator or intestate, is or was a member of
the Committee.

SECTION 3.   Shares Subject to Plan

          (a)    Number of Shares. The total number of Shares reserved and
available for grant under the Plan shall be the sum of (i) 195,745; and (ii) the
number of Shares subject to Rollover Options, determined immediately after the
Closing. Shares subject to Options under the Plan may be authorized and unissued
shares or may be treasury shares. If any Option other than a Rollover Option
terminates without being exercised, the shares subject to such Options shall
again be available for grants of Options under the Plan. In addition, the
maximum number of shares with respect to which Section 162(m) Options may be
granted to any one individual in any one calendar year shall be 50,000.

          (b)    Adjustments. In the event of any incorporation, merger,
reorganization, consolidation, recapitalization, spinoff, share dividend, split
or reverse split, extraordinary distribution with respect to the Shares or other
change in the structure of the Company affecting the Shares, the Committee or
the Board may make such substitution or adjustment in the

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aggregate number and kind of shares or other property reserved for issuance
under the Plan, in the number, kind and Exercise Price of shares or other
property subject to outstanding Options, in the limitation set forth in the last
sentence of Section 3(a), and/or such other equitable substitution or
adjustments as it may determine to be fair and appropriate in its sole
discretion.

SECTION 4.   Participants

          Any individual who is employed by, or performs services as a non-
employee director, consultant or other independent contractor for, the Company
or any of its Affiliates, and who is responsible for or contributes to the
management, growth and profitability of the business of the Company and/or its
Affiliates, shall be eligible to be granted Options under the Plan.

SECTION 5.   Grants of Options

          (a)   Closing Options. Effective immediately following the Closing,
there shall be granted Options with respect to 97,873 Shares (the "Closing
Options") to those eligible individuals who are selected by the Committee based
upon the recommendation of the Chairman of the Board and the Chief Executive
Officer of the Company. The Closing Options shall have the following terms and
conditions:

          (i)   none of the Closing Options shall be Incentive Stock Options;

          (ii)  the Exercise Price of the Closing Options shall be $151.10;

          (iii) the Closing Options shall have a term ending at the close of
                business on the tenth anniversary of the Closing Date; and

          (iv)  each Participant's Closing Options shall vest in three equal
                installments on the third, fourth and fifth anniversaries of the
                Closing Date, subject to the limitations set forth in Section 7
                below, unless Positano's Consent to another vesting schedule is
                obtained.

          (b)   Rollover Options. In addition, effective immediately following
the Closing, there shall be granted Options as contemplated by Section 3.2 of
the Recapitalization Agreement (the "Rollover Options"). Each Rollover Option
shall have a term ending on the date the term of the option it replaces would
have ended and otherwise shall be subject to the terms and conditions set forth
in the Option Agreement relating to each Rollover Option.

          (c)   Required Terms for Other Options. Options other than the Closing
Options and the Rollover Options shall have the following terms and conditions:

          (i)   the Exercise Price per Share of such an Option shall be not less
                than the Fair Market Value of a Share on the date of grant;

          (ii)  Each such Option shall have a term ending at the close of
                business on the tenth anniversary of the date of grant; and

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          (iii) each such Option shall vest in three equal installments on the
                third, fourth and fifth anniversaries of the date of grant,
                subject to the limitations set forth in Section 7 below, unless
                Positano's Consent to another vesting schedule is obtained.

          (d)  Requirements Applicable to All Options. Options shall be
evidenced by Option Agreements setting forth the terms and conditions thereof in
such detail as the Committee may determine from time to time. An Option
Agreement shall expressly indicate whether it is intended to be an agreement for
an Incentive Stock Option or a Nonqualified Stock Option. Except as to Rollover
Options, the grant of an Option shall occur on the date the Committee by
resolution selects an individual to receive a grant of an Option, determines the
number of Shares to be subject to such Option to be granted to such individual
and specifies the terms and provisions of the Option, or on such later date as
the Committee may determine. The Company shall notify a Participant of any grant
of an Option, and a written Option Agreement shall be duly executed and
delivered by the Company to the Participant. Subject to Section 11(a), such
agreement shall become effective upon execution by the Company and the
Participant.

          (e)  Change-of-Control Vesting. Notwithstanding any other provision of
this Plan, unless otherwise provided in the applicable Option Agreement, each
Option shall vest, to the extent not theretofore vested, upon the acquisition,
for consideration consisting solely of cash, by any individual, entity or group
(within the meaning of Section 13(d)(3) or 14(d)(2) of the Exchange Act) that is
not affiliated with the Company or its owners immediately before such
acquisition, of beneficial ownership (within the meaning of Rule 13d-3
promulgated under the Exchange Act) of more than 50% of the equity interests,
measured by vote or value, of the Company.

          (f)  Incentive Stock Options. Options granted under the Plan may be
either Incentive Stock Options or Nonqualified Stock Options, and shall be
designated as such in the applicable Option Agreement. Incentive Stock Options
may be granted only to employees of the Company or any Affiliate that is a
"subsidiary corporation" within the meaning of Section 424(f) of the Code. To
the extent that any Option does not qualify as an Incentive Stock Option, even
if so designated, it shall be deemed to be a Nonqualified Stock Option.

SECTION 6.  Exercise of Options

          (a)  Exercise. Subject to the provisions of this Section 6, Options
may be exercised, in whole or in part, at any time during the option term after
they have vested by giving an Exercise Notice to the Company in accordance with
this Section 6; provided, that no Option may be exercised with respect to a
number of Shares that is less than the lesser of (i) one hundred and (ii) the
total number of Shares remaining available for exercise pursuant to the Option.

          (b)  Procedures. Unless otherwise permitted by the Committee, an
Exercise Notice shall be delivered no less than two business days in advance of
the effective date of the proposed exercise (the "Exercise Date"). An Exercise
Notice shall be accompanied by the Stock Option Agreement evidencing the Option
and shall specify the number of Shares with respect to which the Option is being
exercised, the Exercise Date and any requests with respect to the form

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of payment and withholding taxes or as provided in Sections 6(c) and 11(f),
respectively, and shall be signed by the Participant. The partial exercise of an
Option shall not cause the expiration, termination or cancellation of the
remaining portion thereof. Upon the partial exercise of an Option, the Stock
Option Agreement evidencing such Option, marked with any notations deemed
appropriate by the Committee, shall be returned to the Participant exercising
such Option.

          (c)  Payment. Each Exercise Notice shall be accompanied by payment in
full of the aggregate Exercise Price for the shares being purchased. Such
payment shall be made by certified or bank check, wire transfer, or such other
instrument as the Committee may accept. If approved by the Committee, payment,
in full or in part, may also be made in the form of unrestricted Mature Shares,
based on the Fair Market Value of the Shares on the date the Option is
exercised; provided, however, that, in the case of an Incentive Stock Option the
right to make a payment in such Shares may be authorized only at the time the
Option is granted. In the discretion of the Committee, payment for any Shares in
connection with the exercise of an Option at a time when the Shares are listed
on a national securities exchange or on NASDAQ may also be made by delivering a
properly executed exercise notice to the Company, together with a copy of
irrevocable instructions to a broker to deliver promptly to the Company the
amount of sale or loan proceeds to pay the purchase price, and, if requested by
the Company, the amount of statutory and regulatory federal, state, local or
foreign withholding taxes. To facilitate the foregoing, the Company may enter
into agreements for coordinated procedures with one or more brokerage firms.

          (d)  Rights as Shareholders. Notwithstanding any other provision of
this Plan or any Option Agreement, no Shares shall be issued pursuant to the
exercise of an Option until full payment therefor has been made. Except as
otherwise provided in the Shareholders Agreement or the applicable Option
Agreement, subject to a Participant's compliance with Section 11(a) hereof, a
Participant shall have all of the rights of a shareholder of the Company holding
the class or series of Shares that is subject to such Option (including, if
applicable, the right to vote the shares and the right to receive dividends and
distributions), when the Participant has given written notice of exercise, has
paid in full for such shares and, if requested, has given the representations
referred to in Section 11(c).

SECTION 7.  Effect of Termination of Employment/Service

          Except as otherwise provided in the Option Agreement or as otherwise
determined by the Committee, in the event that a Participant's
Employment/Service is terminated for any reason, (A) each then-outstanding
Option granted to such Participant that had vested as of the date of such
termination of Employment/Service shall remain exercisable until the earlier of
the close of business on the 30th day following the date of such termination of
Employment/Service and the end of its term and (B) all then-outstanding Options
granted to such Participant that had not vested as of the date of such
termination of Employment/Service shall be forfeited.

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SECTION 8.  Transferability of Options

          (a)  Limit on Transfers. No Option shall be transferable by the
Participant other than (i) by designation of a beneficiary in accordance with
Section 8(b), or (ii) in the case of a Nonqualified Stock Option, as otherwise
expressly permitted under the applicable Option Agreement including, if so
permitted, pursuant to a gift to such Participant's spouse, children,
grandchildren or other living descendants, whether directly or indirectly or by
means of a trust, partnership, limited liability company or otherwise. All
Options shall be exercisable, subject to the terms of this Plan, during the
Participant's lifetime, only by the Participant or any Person to whom such
Option is transferred pursuant to the preceding sentence. The term "Participant"
includes the beneficiary of the Participant pursuant to Section 8(b) and any
Person to whom an Option is otherwise transferred in accordance with this
Section 8; provided, however, that references herein to Employment/Service of a
Participant or termination of Employment/Service of a Participant shall continue
to refer to the Employment/Service or termination of Employment/Service of the
Participant to whom the Option was granted hereunder.

          (b)  Beneficiaries. A Participant shall have the right to designate a
beneficiary who shall be entitled to exercise the Participant's Options (subject
to their terms and conditions) following the Participant's death, and to whom
any amounts payable or Shares deliverable following the Participant's death
shall be paid or delivered, as applicable. Such designations shall be made in
accordance with procedures established by the Committee from time to time. If no
beneficiary designation form is on file with the Committee at the time of a
Participant's death, or the Committee determines in good faith that the form on
file is invalid, then the Participant's beneficiary shall be deemed to be the
Participant's estate.

SECTION 9.  Amendment, Termination and Cancellation

          (a)  Plan. The Board may amend, alter, or terminate the Plan,
prospectively or retroactively, but no amendment, alteration or termination
shall impair the rights of any Participant under an Option theretofore granted
without the Participant's consent.

          (b)  Options. The Committee may amend the terms of any Option,
prospectively or retroactively, but no such amendment shall impair the rights of
any Participant thereunder without the Participant's consent.

          (c)  Cancellation. Notwithstanding any other provision of this Plan or
any Option Agreement, the Committee may elect at any time before or upon receipt
of notice of exercise of an Option to cancel all or any portion of any Option by
delivering to the Participant Shares having a Fair Market Value equal to (i) the
excess of the Fair Market Value of one Share on the effective date of such
cancellation over the Exercise Price per Share of the Option, times (ii) the
number of Shares as to which the Option is being cancelled.

SECTION 10.  Unfunded Status of Plan

          It is presently intended that the Plan constitute an "unfunded" plan
for incentive and deferred compensation.  The Committee may authorize the
creation of trusts or other

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arrangements to meet the obligations created under the Plan to deliver Shares or
make payments; provided, however, that unless the Committee otherwise
determines, the existence of such trusts or other arrangements is consistent
with the "unfunded" status of the Plan.

SECTION 11.  General Provisions

          (a)  Shareholders Agreement. Notwithstanding anything in this Plan to
the contrary, unless the Committee determines otherwise, it shall be a condition
to receiving any Option under the Plan or transferring any Option in accordance
with Section 8 that the Participant (or transferee in the case of such a
transfer) shall become a party to the Shareholders Agreement, and such
Participant (or transferee in the case of such transfer) shall become a "Holder"
thereunder (or such transferee shall become a "Permitted Transferee" of a
"Holder" thereunder).

          (b)  Options and Certificates. (i) Shares issuable upon the exercise
of an Option (each, a "Plan Share") shall be evidenced in such manner as the
Committee may deem appropriate, including book-entry registration or issuance of
one or more share certificates. Any certificate issued in respect of Plan Shares
shall be registered in the name of such Participant and shall bear appropriate
legends referring to the terms, conditions, and restrictions applicable to such
Option, substantially in the following form:

          "The transferability of this certificate and the shares represented
          hereby are subject to the terms, conditions and restrictions set forth
          in the Shareholders Agreement among the issuer and certain
          shareholders of the issuer, including the registered holder hereof.
          Copies of such agreement are on file at the offices of Bronner
          Slosberg Humphrey Co., Prudential Tower, 800 Boylston Street, Boston,
          MA 02199."

          "The securities represented by this certificate have not been
          registered under the Securities Act of 1933, as amended, or under the
          securities laws of any state, and may not be sold or otherwise
          disposed of except pursuant to an effective registration statement
          under said Act and applicable state securities laws or an applicable
          exemption to the registration requirements of such Act and laws."

Such Plan Shares may bear other legends to the extent the Committee determines
it to be necessary or appropriate, including any required by the Shareholders
Agreement or pursuant to any applicable Option Agreement.  If and when all
restrictions expire without a prior forfeiture of the Plan Shares theretofore
subject to such restrictions, new certificates for such shares shall be
delivered to the Participant without the first legend listed above.


          (ii) The Committee may require that any certificates evidencing Plan
Shares be held in custody by the Company until the restrictions thereon shall
have lapsed and that the Participant deliver a share power, endorsed in blank,
relating to the Plan Shares.

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          (c)  Representations and Warranties. The Committee may require each
Person purchasing or receiving Plan Shares to (i) represent to and agree with
the Company in writing that such Person is acquiring the shares without a view
to the distribution thereof and (ii) make any other representations and
warranties that the Committee deems appropriate.

          (d)  Additional Compensation. Nothing contained in the Plan shall
prevent the Company or any of its Affiliates from adopting other or additional
compensation arrangements for its employees.

          (e)  No Right of Employment/Service. Adoption of the Plan or grant of
any Option shall not confer upon any individual eligible for grants of Options
any right to continued Employment/Service, nor shall it interfere in any way
with the right of the Company or any of its Affiliates thereof to terminate the
Employment/Service of any such individual at any time.

          (f)  Withholding Taxes. No later than the date as of which an amount
first becomes includible in the gross income of a Participant for federal income
tax purposes with respect to any Option under the Plan, such Participant shall
pay to the Company or, if appropriate, any of its Affiliates, or make
arrangements satisfactory to the Committee regarding the payment of, any
federal, state, local or foreign taxes of any kind required by law to be
withheld with respect to such amount. If approved by the Committee, and subject
to Positano's Consent, withholding obligations may be settled with Mature
Shares. The obligations of the Company under the Plan shall be conditional on
such payment or arrangements, and the Company and its Affiliates shall, to the
extent permitted by law, have the right to deduct any such taxes from any
payment otherwise due to the Participant. The Committee may establish such
procedures as it deems appropriate, including making irrevocable elections, for
the settlement of withholding obligations with Shares.

          (g)  Governing Law. Except to the extent that provisions of the Plan
are governed by applicable provisions of the Code or other substantive
provisions of Federal law, the Plan and all Options made and actions taken
thereunder shall be governed by and construed and enforced in accordance with
the laws of the Commonwealth of Massachusetts without regard to the principles
of conflicts of law thereof.

          (h)  Compliance with Laws. If any law or any regulation of any
commission or agency having jurisdiction shall require the Company or a
Participant seeking to exercise Options to take any action with respect to the
Plan Shares to be issued upon the exercise of Options, then the date upon which
the Company shall issue or cause to be issued the certificate or certificates
for the Plan Shares shall be postponed until full compliance has been made with
all such requirements of law or regulation; provided, that the Company shall use
its reasonable efforts to take all necessary action to comply with such
requirements of law or regulation. Moreover, in the event that the Company shall
determine that, in compliance with the Securities Act or other applicable
statutes or regulations, it is necessary to register any of the Plan Shares with
respect to which an exercise of an Option has been made, or to qualify any such
Plan Shares for exemption from any of the requirements of the Securities Act or
any other applicable statute or regulation, no Option may be exercised and no
Plan Shares shall be issued to the exercising Participant until the required
action has been completed; provided, that the Company shall use its reasonable
efforts to take all necessary action to comply with such requirements of law or

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regulation. Notwithstanding anything to the contrary contained herein, neither
the Board nor the members of the Committee owes a fiduciary duty to any
Participant in his or her capacity as such.

          (i)  Notices. All Exercise Notices, notices, requests, demands or
other communications required by or otherwise with respect to the Plan shall be
in writing and shall be deemed to have been duly given to any party when
delivered by hand, by messenger, or by a nationally recognized overnight
delivery company, when delivered by facsimile, or when delivered by first-class
mail, postage prepaid and return receipt requested, in each case to the
applicable addresses set forth below:

          If to the Participant:

               To the address shown on the Stock Option Agreement.

          If to the Company:

               Bronner Slosberg Humphrey Co.
               Prudential Tower
               800 Boylston Street
               Boston, MA  02199
               Attention:  Chairman of the Board

               Facsimile:  (617) 867-1111

(or to such other address as the party in question shall from time to time
designate by written notice to the other parties).  Notices sent by registered
or certified mail in accordance with this Section shall be deemed delivered as
of the date posted in the United States mail.

SECTION 12.  Effective Date of Plan

          The Plan shall be effective as of the Closing Date.

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