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BtoB

Yellow Freight chooses Campbell-Ewald, Valentine McCormick Ligibel

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Overland Park, Kan.--Yellow Freight System concluded its three-month agency review by selecting two agencies: Campbell-Ewald, Warren, Mich., and Valentine McCormick Ligibel, Kansas City, Mo. Campbell-Ewald was selected as the lead agency and will oversee the strategic and creative portions of the account. Valentine McCormick Ligibel will handle the interactive and electronic aspects of the account. Greg Reid, Yellow's senior VP-sales and marketing, said he expected a new branding campaign by the first quarter of next year promoting the company's customer focus. D'Arcy Masius Benton & Bowles, St. Louis, and Draft Worldwide, Chicago, were the other agency finalists in a review handled by Select Resources International, West Hollywood, Calif. The incumbent agency, NKH&W, Kansas City, resigned the account shortly after the review was announced in June.
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