The World: Boston - Toys R Us to develop broadcast ad tasks in-house

Toys R Us is removing the broadcast assignment on its $98 million creative account from Interpublic's Hill Holliday Connors Cosmopulos after only a year, and is taking it in-house.

The retailer said it had decided to take advantage of its "growing in-house creative and strategic resources to develop its broadcast advertising", but would continue using outside strategic, creative and production resources as necessary.

The media assignment remains with WPP's Mediaedge:cia.

Hill Holliday insisted the loss of the business would not result in redundancies. Mike Sheehan, the chief executive, said: "We're proud of our strategic and creative work on its behalf, but realistic that it's best for each of us to part at this point."