Gitam/BBDO wins South Africa's biggest account

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JOHANNESBURG -- Gitam/ BBDO has won the pitch for the Absa Bank account, thought to be the biggest ever in South Africa.

Ten agencies, including six incumbents, contended for the account, which is now to be consolidated with a single agency. Absa is expected to spend more than $30 million in the next year on advertising and direct response mar keting.

The losing agencies were Lindsay Smithers-FCB, Sonnenberg Murphy Leo Burnett, Grey Advertising, Publicis, The Agency, Bozell Wilsenach, Jupiter Group, Rapp Collins and BLGK (a Bates agency). Gitam, offshoot of an Israeli agency, became part of the BBDO network last year.

Copyright March 1998, Crain Communications Inc.

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