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FEDERATED TAPS LOWE FOR $20 MILLION ACCOUNT

First Major Win for Interpublic Agency Since Bozell Merger

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NEW YORK (AdAge.com) -- Interpublic Group of Cos.' Lowe, New York, today said it picked up an estimated $20 million branding account from Federated Department Stores.

The account is focused on Federated department store Macy's. A new campaign will include a major new TV push as well as a print element.

Nationwide review
The decision follows a review that

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involved 40 agencies from around the country. In addition to Lowe, the finalists included Omnicom Group shops BBDO Worldwide, New York, and Martin/Williams, Minneapolis, and Interpublic's Campbell-Ewald, Warren, Mich. The Bedford Group, Atlanta, conducted the review on behalf of Federated.

The company had previously relied on its in-house advertising capabilities; Lowe's appointment marks the first time Federated has looked outside for an agency in awhile.

Holiday shopping
Federated in a statement said Lowes' initial work will focus on TV during the important year-end holiday shopping season, while day-to-day advertising will continue to be produced in-house by Macy's individual divisions. Federated's president-CEO, Terry J. Lundgren, said the Macy's brand has been underutilized in its advertising efforts.

The win is also significant for Lowe, as the account represents the agency's first major win since it merged operations with Interpublic sibling Bozell earlier this year.

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