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Foote, Cone & Belding edged out BBDO, Young & Rubicam and Grey to win the Internal Revenue Service’s advertising account.
The New York shop’s win, estimated at $80-100 million over the next five years, hinged on a finals presentation that included relevant client experience and strategic planning proposals.
No creative concepts were presented at the finals, which were held earlier this month at the government agency’s Washington, D.C., headquarters. Each contender, sources said, was allotted two hours to make its presentation.
Incumbent Cossette Post of New York did not participate.
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