JWT gets $100m global Siemens account

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MUNICH -- Siemens has confirmed J Walter Thompson, Frankfurt, as the agency to handle its estimated $80-$100 million global telecommunications account, as predicted in Ad Age's Daily World Wire of February 6. The Munich based company is preparing to launch a new mobile phone.

The assignment will include long term brand image building as well as individual advertising projects and below-the-line activities such as work on Siemens' Formula 1 sponsorship.

JWT beat seven other agencies in the initial pitch and in the final round BBDO Worldwide, Duesseldorf, and Ammirati Puris Lintas, Hamburg. Munich-based agency Publicis-MCD - partially owned by Siemens - did not make it to the final contest because the client wasn't happy with its capabilities in the U.S. and Asia.

"In view of the increasing globalization of the telecommunications sector, we were looking for a creative and efficient partner with a perfect agency network and a strong base in Germany. Now...we have found what we are looking for in JWT," says Hendrik Geissler, president marketing at Siemens.

Copyright March 1998, Crain Communications Inc.

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