BANK OPENS NYC LAUNCH CAMPAIGN

Washington Mutual Breaks Multimedia, Multicultural Effort

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NEW YORK (AdAge.com) -- Washington Mutual, Seattle, breaks a new multimedia, multicultural campaign today to promote its expansion into the New York City area.

The campaign, which

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includes TV, print, radio and outdoor, includes general-market efforts from Interpublic Group of Cos.' Sedgwick Rd., Seattle; Hispanic ads from independent La Agencia de Orci & Asociados, Los Angeles, and Asian efforts from Interpublic's IW Group.

Spending was not disclosed, but this was described as the largest market launch for Washington Mutual, which spent an estimated $65 million in measured media in 2001, according to Taylor Nelson Sofres' CMR.

The bank entered the New York market in May by acquiring Dime Bancorp.

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