KPMG taps JWT

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KPMG International, New York, selected J. Walter Thompson Co. as agency of record for its global account, worth up to $90 million. JWT will break a global branding effort for KPMG in the fall. The agency pitched in the review against Bates Worldwide and BBDO Worldwide. Incumbent Lowe Lintas & Partners Worldwide participated initially, but withdrew from the review earlier this month. Agency executives were disappointed this spring when KPMG's management placed the account in review, saying the financial services company's global expansion required a review of all the marketing options. Lowe, which won the account in late 1997, created a 1998 campaign for KPMG tagged "It's time for clarity." That effort included TV, print and outdoor touting KPMG's abilities to navigate rapidly changing world markets.

Copyright May 2000, Crain Communications Inc.

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