Agency: Leo Burnett London
campaignlive.co.uk, Tuesday, 30 June 1998 12:00AM
- J Walter Thompson, New York, has been appointed by Merrill Lynch & Co. to handled its $90 million global advertising account.
The appointment of JWT follows a lengthy pitch process, which kicked off in February. The original five shortlisted agencies came down to a straight two way battle between JWT and D'Arcy Masius Benton & Bowles, New York.
The other three agencies involved were Foote, Cone & Belding in New York, Grey Advertising in New York and the New York office of Lowe & Partners/SMS. FCB and Grey were eliminated in April and Lowe was eliminated in mid-May.
The Merrill Lynch account had been handled for 12 years by Bozell Worldwide in New York, which declined to take part in the review.
JWT is said to already be working on a new campaign that is scheduled to break around the world in September. JWT New York will serve as the lead agency on the account, which involves Merrill Lynch operations in 45 countries.
This article was first published on campaignlive.co.uk