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Ideal Standard, a leading European manufacturer of bathroom equipment, has picked Scholz & Friends as its first European agency after working with different local shops. The lead agency will be Paris-based Allieurs Exactement/Scholz & Friends. The 15-agency review was run by search consultant Videotheque, Paris. Ideal Standard's Brussels-based VP marketing, Frederic Midy, said the account will include direct marketing, sponsorship and advertising. Scholz & Friends owns 10% of Allieurs Exactement/Scholz & Friends.