TYSON FOODS NAMES ARNOLD AGENCY OF RECORD

Account Was With DDB Worldwide for Nine Years

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NEW YORK (AdAge.com) -- Tyson Foods has selected Havas' Arnold Worldwide to be its agency of record, according the agency. The marketer earlier today parted with Omnicom Group's DDB Worldwide, Chicago, after nine years.

The account is estimated at more than

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$40 million.

Marketing duties
In addition to developing creative, Arnold will handle promotions, public relations, interactive concepts, and media planning and buying, according to the agency and the marketer.

Arnold will work with Tyson's other agencies: CJRW/NW, E. Morris Communications, Lopez Negrete Communications, Noble and Associates, as well as with Faith Popcorn's Brainreserve, to build an integrated marketing and communications program.

Tyson, based in Springdale, Ark., spent $39.8 million on measured media from January through November 2003 and $25.6 million in 2002, according to TNS Media Intelligence/CMR.

DDB
DDB's Chicago office had handled Tyson since 1995. Its San Francisco office won the ad account of competitor Banquet this week after a review. Banquet is ConAgra Foods' largest brand. In May, DDB will end its six-year relationship with Heinz Frozen Foods "Smart Ones" frozen entrees, Ore-Ida potatoes and Bagel Bites.

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