Viacom Retail Group names DDB Needham

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Viacom Retail Group hired DDB Needham Worldwide, Dallas, as agency of record for the launch of its retail stores, including advertising, interactive marketing and public relations. Spending was undisclosed but estimated to be $10 million.

The assignment includes handling the flagship Viacom Entertainment store launched in Chicago last May, and the rollout of other store concepts, starting with a Nickelodeon store that will open in November at the Mall of America. Viacom will launch three mall-based Nickelodeon stores in the fall and 15 to 20 next year; officials at Viacom said they plan to test three new store concepts next year.

Copyright September 1997, Crain Communications Inc.

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