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CompuServe picks Martin/Williams

Published on .

CompuServe, Columbus, Ohio, awarded its ad account to Martin/Williams, Minneapolis, in a surprise decision over lead contender DDB Needham, Chicago. Tom Cullivan, director of advertising for the online service, said "it was a difficult choice but a clear decision" based on Martin/Williams' "enthusiasm, knowledge of the category and desire."

Agency executives estimated the online service could spend more than $20 million on advertising in the next year. "We're going to be a hell of a lot more aggressive in the marketplace," Mr. Cullivan said. CompuServe is the largest service worldwide but trails America Online in the U.S. The online field is growing increasingly competitive as it awaits the arrival next month of industry behemoth Microsoft Corp.

Copyright July 1995 Crain Communications Inc.

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