Benetton on hunt for outside shop

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[London] Benetton has reversed its long-held policy of creating advertising in-house and is looking for an agency to help the global fashion retailer boost declining sales. Fabrica, Benetton's own ad agency, will soon be replaced by either TBWA London or a U.K. rival, independent Drugstore. Two other unnamed agencies have been eliminated from the pitch.

Benetton is famous for its shocking and politically motivated advertising. A dying AIDS victim, a dead soldier's blood-stained uniform and death-row prisoners have all caused controversy over the last two decades. Oliviero Toscani, the architect of those campaigns, left Benetton in 2000.

According to a person close to the pitch, Benetton is thought to be looking for work that will have more impact than recent campaigns but without reverting to its former shock tactics. Benetton has not returned calls for comment.

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