Y&R won following a review that included
Fourth quarter timing
A spokeswoman for the toy retailer confirmed the win and said the first work from the new agency is slated to break in the fourth quarter in time for the key holiday shopping season.
In its pitch, Y&R presented along with representatives of sibling shops Wunderman, the Bravo Group and Cohn & Wolfe.
Media planning and buying was not part of the review and continues to be handled by Publicis Groupe's Starcom in Chicago.
New York office
The account will be managed out of Y&R's New York office, led by Bob Kantor, who joined the agency in April. Michael Patti, Y&R's global creative director, said the creative charge was to reposition the toy retailer.
Toys 'R' Us spent $116 million in measured media in 2003, according TNS Media Intelligence/CMR.
Calls to the retailer were not returned at press time.
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Mercedes Cardona and Claire Atkinson contributed to this report.