MLB names new ad shops

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Major League Baseball, New York, named Vigilante, New York, and Waylon Cos., St. Louis. Incumbent Lowe & Partners/SMS, New York, parted with MLB earlier this year. Vigilante, the urban marketing arm of Leo Burnett USA, will handle the 1999 fan retention ads and advertising and event marketing for the April 8 celebration of the 25th anniversary of Hank Aaron breaking Babe Ruth's career home run record. Waylon will handle MLB's Boys & Girls Clubs public service announcements. MLB said that "at this time" its advertising will run on 1999 in-game inventory provided by Fox Sports, ESPN and NBC. MLB spending had previously been estimated at $10 million to $15 million.

Copyright November 1998, Crain Communications Inc.

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