Y&R Frankfurt picks up $65 million in retail wins

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MUEHLHEIM - The Tengelmann Group, one of Germany's biggest supermarket operators and owners of A&P in the U.S., has for the first time in years appointed an ad agency to its estimated $35 million creative account.

Young & Rubicam Frankfurt scoops the German business, which has previously been handled in-house. Lueeckert Duesseldorf continues to hold the media account for the private company, which runs the Tengelmann and Kaiser chains in the south and north of Germany, respectively.

The move by the traditionally highly secretive firm is seen as an attempt to rev up its marketing with more stylish advertising in the face of intense retail competition, particularly from the cut-price Aldi chain. Regional discounter Allkauf also decided to farm its advertising out to an agency recently in a similar move. It chose Cologne-based Rob. Puetz.

Y&R landed the Tengelmann win without a pitch. Its retail experience gained on the DM Drogerie Markt account is thought to have contributed to Tengelmann's decision.

In a separate move, Y&R picked up yet two more retail clients, the Sinn and Leffers fashion retailers based in Cologne. The two chains, both owned by Schickedanz and which are set to merge, moved their estimated $30m business to the Frankfurt shop after a pitch against incumbent Aachen-based Thouet and Grey Duesseldorf. Y&R's win includes media.

Copyright November 1996, Crain Communications Inc.

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