IBM consolidates promo work

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IBM Corp.'s Personal Systems Group consolidated its estimated $14 million global promotion account Thursday at Einson Freeman Promotional Campaigns, Paramus, N.J., a new entity formed by WPP's Einson Freeman in the U.S. and Promotional Campaigns Worldwide in the U.K. The account is billed as the largest global brand account ever awarded to a single promotion agency; it mirrors IBM's $500 million ad agency consolidation two years ago at WPP's Ogilvy & Mather Worldwide.

Einson Freeman is believed to have beat out more than a dozen agencies, including finalists Alcone Sims O'Brien; Clarion Marketing & Communications; and Marketing Corp. of America. The business, formerly split among agencies on a project basis, is expected to include a range of programs including promotions, sponsorship, point of purchase and direct response for IBM's PC and consumer divisions.

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