Seeks Large Agency for Creative and Media

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NEW YORK ( -- Black & Decker is searching for an agency to handle its estimated $15 million power tools account, according to executives familiar with the situation.
The review covers creative and media, according to one executive.

Interpublic Group of Cos.' McCann-Erickson Worldwide, New York, has handled the account since the 1980s and is expected to defend it in the review. A spokeswoman referred calls to the Towson, Md.-based company, which could not be reached by press time.

Large agency
The toolmaker wants a large agency with international experience, though it is also looking at agencies with highly creative reputations as well, according to an executive.

Black & Decker is the nation's leading power tool producer, and it also makes lawn and plumbing products as well as fasteners. The company and Procter & Gamble Co.'s Folgers are teaming up on a coffee pod system that comes out next year, according to other executives familiar with the situation. About $20 million in advertising for the coffee system is to break in the second quarter. It's not known if that effort is part of the $15 million review.

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Jack Neff contributed to this report.

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