TBWA convinces Gateway to keep it in review

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TBWA Chiat/Day, Venice, Calif., talked its way back into Gateway 2000's estimated $70 million review Jan. 24 just a day after Gateway announced two finalists, J. Walter Thompson USA, Chicago and New York, and D'Arcy Masius Benton & Bowles, Los Angeles. "They made us feel they were willing to go the extra mile ... [and that] we had misjudged some of their international capabilities," said Senior VP-Global Marketing James Taylor. Agencies dropped were Leo Burnett USA, Chicago; Lowe & Partners/SMS, New York; Bozell; and a joint team of Young & Rubicam and Dentsu. Carmichael Lynch, Minneapolis, is currently Gateway's U.S. broadcast creative agency, while print is in-house.

Copyright January 1997, Crain Communications Inc.

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