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(June 29, 2001) -- The Australian Tourist Commission has abandoned its single global agency arrangement with Bcom3 Group's D'Arcy Masius Benton & Bowles and will split its $17 million account effective July 1 among a number of agencies including TBWA Worldwide and media agency Optimum Medium Direction, both part of Omnicom Group.

Whybin Lawrence TBWA, Sydney, and OMD will handle advertising for Asia, the biggest chunk of the account. The tourist commission has also named Interpublic Group of Cos.' Dailey & Associates, West Hollywood, Calif., for the Americas, Delaney Lund Knox Warren and BJK&E Media, both London, for Europe, and Navigator in New Zealand.

In the U.S., Dailey pitched against incumbent D'Arcy, Rubin Postaer & Associates, Santa Monica, Calif., and Kovel/Fuller, Culver City, Calif.

Ken Boundy, the commission's managing director, said the single network approach was dropped due to the need for different strategic approaches to different regions. -- Laurel Wentz

Copyright June 2001, Crain Communications Inc.

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