Wall Street Journal Picks McGarry Bowen

Shop Wins Creative Duties for Consumer Campaign

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NEW YORK (AdAge.com) -- The Wall Street Journal has expanded its relationship with McGarry Bowen in New York by selecting the agency to take the lead on creative duties for its advertising to consumers, which is expected to include a brand campaign next year. Those duties had been handled by various agencies, McGarry Bowen among them. The decision came after a review that also included Publicis, Deutsch, Mullen and Trahan Burden & Charles.

The Journal has been busy lately, introducing a revamped website with new community tools, a wine club called WSJwine and glossy magazine WSJ. The newspaper's coverage has also broadened: Rupert Murdoch, whose News Corp. bought the Journal along with the rest of Dow Jones late last year, has repeatedly said that he wants the paper to go after The New York Times more directly.

"You're going to continue to see some interesting things that we're going to do here," said Paul Bascobert, CMO at the Journal's parent, Dow Jones. "There's a lot of fun stuff going on. We want to make sure the market knows what we're up to."

The Journal spent roughly $22 million to advertise its core newspaper and online products in the first half of this year and nearly $50 million in 2007, according to estimates by TNS Media Intelligence.