Dial split heralds retooling for agencies

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Dial Corp.'s split into Dial Corp. (consumer products) and the Viad Corp. (service businesses), finally completed last week, is expected to create a realignment in agency assignments. Dial last year spent $17.6 million on consumer products advertising, divided between DDB Needham Worldwide and Gotham, both New York. Dial, which is expected to significantly boost spending this year and next, is said to be studying the capabilities of each of its current agencies.

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