The World: New York - DraftFCB primed to promote the US 2010 census

DraftFCB has won the brief to promote the US government's 2010 census, which will be backed by an estimated $200 million budget over three years.

The appointment follows what was a less-than-enthusiastic response from agencies, who were deterred both by the brief's complexity and its short-term nature.

As well as being the lead agency on the business, which will require creative work in many languages, DraftFCB will partner with Initiative for general market broadcast buying. Interpublic partner agencies will handle media planning and buying for their market sectors.

Peter DeNunzio, the president of DraftFCB New York, said: "We attribute this win to a great team that developed a great idea."

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