Miele awards $4 million France account to Publicis Etoile

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PARIS--German appliance and kitchen furniture marketerMiele has chosen Publicis Etoile, Paris, to handle its estimated $4 million French advertising account.

The appointment follows a three-way pitch including incumbent Callegari Berville, an independant shop recently merged into Grey Worldwide, and Ogilvy & Mather Worldwide, both Paris.

The account will include Miele's three product lines: appliances, including washing machines, refrigerators and vacuum cleaners; kitchen cabinets and other furnishings; and professional furniture for cafeterias, hospitals, laboratories and other industrial sites.

The first ads are expected to break in early 2001.

Copyright July 2000, Crain Communications Inc.

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