Deutsch tunes in $70 mil DirecTV account

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Digital satellite TV broadcaster DirecTV, El Segundo, Calif., chose Deutsch, Marina del Rey, as agency of record for its estimated $70 million account, said people close to the process. Campbell-Ewald, Los Angeles, previously handled. The selection of Deutsch after a more than three-month review adds to the agency's DirecTV riches. Deutsch won ad duties this spring for the satcaster's popular "NFL Sunday Ticket,'' estimated at $25 million. The review, handled by Select Resources International, West Hollywood, narrowed in recent weeks to Deutsch; D'Arcy Masius Benton & Bowles, Los Angeles; and GMO/Hill, Holliday, San Francisco. Deutsch's "NFL Sunday Ticket'' creative is currently running. A new brand identity for DirecTV is expected by next month. DirecTV representatives declined to comment.

Copyright August 2000, Crain Communications Inc.

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