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MCCANN ERICKSON WINS STAPLES TV AD ACCOUNT

Work Valued at $56.6 Million

By Published on . 0

NEW YORK (AdAge.com) -- Staples today said it selected McCann Erickson Worldwide, New York, to handle its TV creative account after a review.

The review included WPP Group's J. Walter

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Thompson, New York, and Havas' Arnold Worldwide, Boston. McCann, part of Interpublic Group of Cos., referred calls to the marketer.

Staples split in April with Omnicom Group's Martin/Williams, Minneapolis, its agency of almost two years. Martin/Williams won the Staples account in July 2002 and broke its first campaign, with the tagline "Staples. That was easy" in early 2003. The agency replaced Cliff Freeman & Partners, which created the award-winning "Yeah, we got that" campaign.

Staples breaks a back-to-school effort July 19, which will be its last work from Martin/Williams. The first work from McCann will be a holiday effort breaking sometime in the fourth quarter.

Select Resources International, Santa Monica, Calif., handled the review. Grey Global Group's MediaCom, New York, retains the media portion of the account. Print, interactive and direct-marketing advertising remains in-house.

Staples spent $56.6 million on TV advertising last year, according to TNS Media Intelligence/CMR.

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