BARTLE BOGLE WINS $30 MILLION SUV SAFETY CAMPAIGN

Work Is for Florida Attorney General's Office

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DETROIT (AdAge.com) -- The Florida attorney general's office said Bartle Bogle Hegarty, New York, has won the review for a onetime, $30 million national ad campaign promoting sport utility vehicle safety.

The agency beat out Publicis Groupe's

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Publicis & Hal Riney, San Francisco, and Havas' Euro RSCG Tatham Partners, Chicago. Bartle Bogle is 49% owned by Publicis.

The review was announced last April, but a protracted search for a consultant to handle the review pushed back the state's schedule. The state eventually hired Pile & Co., Boston, in August to conduct the agency review.

The campaign was originally set to break last fall. The safety effort is now likely to break this fall and is expected to include TV, radio and print.

The funds for the ad campaign are from a $51 million settlement that Ford Motor Co. agreed to pay after all 50 states sued the automaker for false advertising of its popular Ford Explorer SUV. The Florida attorney general's office led the group. The state said $30 million of the settlement is for the national ad blitz.

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