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By Kathy Tyrer
LOS ANGELES–TBWA Chiat/Day will concentrate on developing an ‘attitude’ for the ABC Television Network via on-air promotions as it takes on the $40 million account.
The agency’s Venice, Calif., and New York offices won the business last week in a review that included incumbent Grey Entertainment, Fallon McElligott Berlin, Merkley Newman Harty, all of New York, and The Martin Agency in Richmond, Va.
The assignment includes image work, strategy and positioning for ABC as well as on-air and off-air program promotion for all dayparts.
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