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Germany's Otto makes surprise agency choice

Published on .

In a surprise move, Otto - the world's biggest mail-order house - appointed Hamburg-based Bartel, Broemmel, Struck to its estimated $15 million German ad account. The assignment was expected to go to Baader Hermes/Y&R, the Hamburg start-up founded by Fred Baader, whose agency Baader Lang Behnken handled Otto for more than a decade before merging with Lowe Lintas & Partners Worldwide, Hamburg. BBS was considered to have only an outside chance in the pitch. Incumbent Lowe Lintas did not compete for the business, which was contested between BBS, McCann-Erickson Worldwide and Leagas Delaney. Otto also owns mail-order house Spiegel and its U.S. subsidiaries.

Copyright December 2000, Crain Communications Inc.

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