NEW YORK (AdAge.com) -- Sylvan Learning Center last week named Publicis Groupe's Publicis Mid-America as it agency for its $60 million creative account, according to the marketer.
According to a person familiar with the account, Publicis beat out the incumbent, independent Doner, Southfield, Mich., and independent Richards Group, Dallas.
Publicis will be responsible for strategy, creative development and execution for the tutoring provider.
In a statement, Joseph K. Adams, Sylvan Learning's chief marketing officer, said, "We selected Publicis because we believe they will help us transform parents' understanding of Sylvan, which will accelerate growth. Their amazing insight into our customers, partnership approach and proven track record of driving results convinced us they're the right partner for us at this time."
This marks another in a series of wins for Publicis. Oral B and Citi have both consolidated advertising duties with the agency this year.