Digital goes to DDB

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Digital Equipment Corp., as expected, consolidated its $105 million to $110 million global account at DDB Needham Worldwide, New York.

DDB Needham had two-thirds of the business as Digital's corporate agency. It now adds the personal computer business formerly at Y&R Advertising, New York.

DDB Needham and Y&R had been vying for the consolidated account since Digital earlier this year decided to merge its PC and products operations into a single marketing unit, effective this month. The move is the latest in a series of reorganizations at the troubled computer marketer.

Maynard, Mass.-based Digital now joins the computer industry's trend of assigning all global advertising to a single agency.

Digital hired Y&R in 1993; DDB Needham, in 1994.

Copyright July 1997, Crain Communications Inc.

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