PERSONAL FILE

sb While United Auto Workers' President Walter Reuther led the planning for the auto wage negotiations, the man who did the union's talking in last week's parleys with General Motors was his heir apparent and chief bargaining strategist at G.M., Leonard Woodcock, 50. A quiet, reflective negotiator, Len Woodcock, though born in Rhode Island, was educated at the British public school of Chipsey ("A poor cousin to Eton," says he), still speaks with a slight English accent, lives in Detroit's fancy suburban Grosse Pointe. Woodcock's demands for 1961: a 26-c-hourly wage boost, guaranteed annual salaries for skilled workers, increased unemployment benefits and company-paid medical insurance for all.

sb Certified public accountants are used to figures, but Manhattan C.P.A. Edward Isaacs, 55, has a new kind of figure to deal with. Last week he headed an investment syndicate that bought the elegant couturier salon and affiliated companies of Hattie Carnegie, Inc. Since the 1956 death of Vienna-born Hattie Carnegie, who rose from Manhattan's Lower East Side to become the high-living high-fashion arbiter for two generations of U.S. women, sales have slipped from $10 million to last year's $7,000,000. Isaacs plans "an immediate, aggressive expansion and diversification," will emphasize Hattie Carnegie clothing and accessories at prices accessible to the shopgirl as well as the society woman.

sb Since its founding in 1946, reliable Scandinavian Airlines System always turned a profit--until last year, when ambitious expansion projects brought a loss of $16 million on revenues of $127 million. Last week SAS's tri-nation board (Sweden, Norway, Denmark) set off a public uproar by firing popular Managing Director Ake Rusck, 49, and hiring coolly brilliant Kurt Nicolin, 40. An aeronautical engineer who helped design Sweden's first jet engine, Nicolin comes to SAS "on loan" from ASEA, Sweden's largest electrical complex, where he has been managing director.

sb As the publicity-conscious president of the National Broadcasting Co. for two years, Sylvester L. ("Pat") Weaver invented the TV "spectacular," was long on good ideas (the magazine format of Today and Monitor) but too short on high-Trendex programs. Eased out in 1956, Weaver stayed on the fringes of TV, in 1959 joined the McCann-Erickson advertising agency as boss of its international division. Last week, bouncing back to television, 52-year-old Pat Weaver was named president of M-E Productions, the radio and TV subsidiary of McCann's parent, Interpublic, Inc. His new job puts Weaver, long an advocate of network control of TV programs, firmly on the other side of the fence.

This file is automatically generated by a robot program, so reader's discretion is required.