Leo Burnett, Budapest, wins biggest ever account

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BUDAPEST--Banca Commerciale Italiana's CIB Bank, the fourth largest in Hungary, has assigned its ad account to Leo Burnett, Budapest, after a three-way pitch against incumbent Neumann & Neumann and Grey, Budapest. A new campaign from Burnett for CIB will launch in April. The budget was not disclosed.

The account has also been topped off by two more wins this week for Burnett: Chio-Wolf snack products (including the brands Pom Bir, Stickletti, Gold Fischli, Party Mix and Maxy Mix) and Organon Hungary. Burnett pitched against Ammirati Puris Lintas, Scholz & Friends, and Partners/J. Walter Thompson Co. for the Chio-Wolf account, and against McCann-Erickson Worldwide for Organon. Organon is the pharmaceutical subsidiary of the Dutch chemical company Akzo Nobel. Burnett will develop a strategy to communicate information about the company's contraceptive pill.

Over half Burnett's 18 clients have been won in the past six months.

The CIB account is the largest single account win in Leo Burnett Budapest's eight-year history, according to Managing Director Peter Burian, who says the agency will be focusing on building awareness for the bank's expanding retail banking operations.

Advertising and marketing for retail banking and other financial services is becoming increasingly important to agencies throughout Central and Eastern Europe, as sluggish privatization of governmentcontrolled banks has only recently led to expanded, mass-marketed retail services that require heavy promotion and advertising.

"The agency won our business because of its deep understanding of our strategic needs and the ability to communicate the ongoing positive developments and new products for our clients on the retail market. As well, we were impressed by the creative output and fresh ideas," says CIB's deputy CEO Zoltan Bodnar.

In addition to these accounts, Leo Burnett, Budapest, has in last six months added several other new clients, which are expected to increase its billings by about 30%. These include Sara Lee-Douwe Egberts, Herz Salami, Storck confectioneries, and Dunabest dairy products. Burnett is also launching campaigns for VNU Publishing's society magazine Story and SBI Hungary's Udvar Shopping Center.

Copyright March 1999, Crain Communications Inc.

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