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Frito-Lay mulls agency reassignments

Published on .

Frito-Lay Chairman-CEO Steven Reinemund is considering realigning agency assignments, according to executives close to the company. Consideration is said to be limited to incumbents BBDO Worldwide, and DDB Needham Worldwide along with Y&R Advertising, which handles some snack foods in Asia and Latin America. All three shops are New York-based. Total spending is $115 million.

Copyright April 1998, Crain Communications Inc.

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