THE MEDIA BUSINESS: ADVERTISING; Madison Avenue sees another spate of deals, including some acquisitions overseas.

ANOTHER week, another spate of deals on Madison Avenue.

Leading the most recent batch is the acquisition of an on-line agency, Beyond Interactive, by Grey Advertising Inc. in New York. Other transactions include purchases and joint ventures in fields like event marketing and direct marketing as well as traditional advertising.

Terms of the deal for Beyond Interactive, based in Ann Arbor, Mich., are not being disclosed. The agency also has an office in San Francisco and is opening one in New York.

Beyond Interactive has 80 employees working for clients like Advanta, Borders Group, Petstore.com and Primedia; billings for 1999 are projected at $25 million. The agency will operate as an autonomous unit of Grey, separate from existing new-media operations like Grey Interactive Worldwide, Mediacom Digital and Media.com.

The present management team of Beyond Interactive -- several of its members met while attending the University of Michigan -- will continue to run the agency. They are: Jonn Berhman, 25, chief executive; Matt Day, 25, vice president for client services; Darian Heyman, 25, who holds the fanciful title of chief Internet evangelist, and Nick Pahade, 24, chief strategic officer.

''We are excited by the opportunity to become a prime mover in the global development of Grey's full-service on-line offerings,'' Mr. Berhman said.

In another acquisition involving high technology, JDA Advertising in San Francisco, which lists among its clients Avid Technology, I.B.M. and Novell, bought Hurst Group in Salt Lake City, an agency with capitalized billings estimated at $15 million from clients like 3Com and Novell. Terms were not disclosed.

Hurst, founded in 1984, has become the Salt Lake City office of JDA, which had capitalized billings last year of more than $45 million at offices that also include Cambridge, Mass.; Seattle, and Washington -- in addition to San Francisco. Mark Hurst, 47, who had been president at Hurst, becomes director for the Utah office of JDA. The 12 employees of Hurst will be added to the JDA staff of more than 50 employees.

In a third high-technology agency deal, the Earle Palmer Brown Companies in New York acquired KSK Communications Ltd. in Vienna, Va., for undisclosed terms. KSK has capitalized billings estimated at $25 million from clients like Group 1 Software, Lucent Technologies and Zebra Technologies.

KSK will operate as an autonomous unit of the EPB Partners unit of Earle Palmer Brown. Karen Kennedy, 56, will continue as president at KSK and add the title of partner at Earle Palmer Brown.

In other deals, the Jack Morton Company in New York, an event-planning and marketing agency, acquired Instructional Design Group in Morristown, N.J., which provides services aimed at improving business efficiency. Terms were not disclosed. Instructional Design Group, which will be renamed IDG, a Jack Morton Company, has 30 employees working with clients like Exxon and I.B.M. Morton is part of Allied Communications Group, a unit of the Interpublic Group of Companies.

Porter Novelli in New York, a public relations agency owned by Omnicom Group, and Millsport, a sports marketing agency in Stamford, Conn., teamed up to form a joint venture called Porter Novelli Millsport Sports. The unit will formally establish existing collaborative efforts for clients like GTE and the World No Tobacco Day organization.

Three executives will add the duties of jointly leading Porter Novelli Millsport, all as senior counsels: Bob Druckenmiller, 54, chief executive at Porter Novelli; Jim Millman, 48, chief executive at Millsport, and Julie Winskie, 35, executive vice president and consumer marketing practice director at Porter Novelli.

Looking abroad, there have been three acquisitions.

Draft Worldwide in Chicago, part of Interpublic, acquired Strategic Solutions for undisclosed terms. Strategic Solutions will be merged with the Draft Hong Kong office, which will now have about 50 employees working on accounts with billings of $42 million from clients that include Economist Group and Charles Schwab. The executives of Strategic Solutions will run the office with the Draft Hong Kong executives.

Publicis S.A. in Paris made two acquisitions -- AMA in Manila and a majority stake in Publi-Graphics in Beirut, Lebanon -- both for undisclosed terms.

AMA will be merged with the Publicis Manila office and be renamed Publicis-AMA. The merged agency will have 300 employees working on accounts with estimated billings of $20 million for clients that include British Airways and Magnolia Nestle. At Publicis-AMA, Antonio R. Mercado, 65, president at Publicis Manila, will become chairman and Joselito P. de Joya, 53, president at AMA, will become president and chief executive.

Publi-Graphics will continue under that name with Mustapha Assad remaining as president. Publi-Graphics has 300 employees working in offices in 13 countries on accounts with billings of $150 million for clients like Nestle and Unilever.

And WPP Group P.L.C. in London, on behalf of its J. Walter Thompson agency, acquired the 49 percent stake it did not already own in Grill & Gull Thompson G.m.b.H. in Vienna for undisclosed terms. Grill & Gull Thompson, which will remain under its current name and management, has 40 employees working on accounts with estimated gross revenue of $5 million for clients like Austrian Airlines, Kellogg and Unilever.

Finally, two marketing information companies acquired from a third partner for undisclosed terms shares in Intelect ASW, a market tracking service for the consumer electronics, information technology and appliance industries.

The shares in Intelect ASW were acquired by NPD Group in Port Washington, N.Y., and GfK A. G. in Nuremberg, Germany, from Audits and Surveys Worldwide Inc. in New York. The deal makes NPD and GfK the sole partners in the service, which has been renamed NPD Intelect. The sale comes after United Information Group in London, a media research company, purchased Audits and Surveys.