Red Cross to Kaplan Thaler and DDB

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American Red Cross, Washington, named Kaplan Thaler Group, New York, to handle creative for a three-year brand image campaign. Red Cross said new creative is scheduled to break next year, and that it hopes to generate $45 million a year in media space and time through public service advertising and through media support made available by Red Cross corporate sponsors. DDB Needham Worldwide, New York, will handle media. Kaplan Thaler had previously worked for the Red Cross on a project basis.

Copyright August 1998, Crain Communications Inc.

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