NEWS: Toy giant appoints Leagas Shafron for pan-Euro initiative

Tomy, the Japanese toy maker, has hired Leagas Shafron Davis to handle the lion’s share of its UK creative work, as part of a plan to bring greater co-ordination and effectiveness to its pounds 10 million adspend across Europe.

Tomy, the Japanese toy maker, has hired Leagas Shafron Davis to handle

the lion’s share of its UK creative work, as part of a plan to bring

greater co-ordination and effectiveness to its pounds 10 million adspend

across Europe.



The UK account could bill between pounds 5 million and pounds 7 million.

Leagas Shafron’s partner on the business will be the Paris-based

Callegari Berville.



Media buying remains with the Media Business in the UK and Carat in

France.



The new arrangements end Tomy’s relationship with Tony Hodges Associates

and the Creative Company in the UK and mark the start of a concerted

attempt by the company to build a cohesive brand across Europe.



The win is the biggest pan-European assignment for Leagas Shafron. Mike

Davis, Leagas Shafron’s managing director, said: ‘The network will only

come to mean something when it starts pulling in business like this. It

also marks a significant broadening of our UK portfolio.’



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