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Dial Corp. has awarded its $15-20 million soap account to Omnicom Group’s GSD&M.
The Scottsdale, Ariz.-based client had cut its review to three contenders last week. The other finalists were The Richards Group of Dallas and IPG’s Suissa Miller in Los Angeles.
Sources said GSD&M of Austin, Texas, had the inside track as a result of an established relationship with newly appointed Dial chairman and chief executive officer Herb Baum. Baum, a key factor in the agency review, previously held the same titles at Quaker State prior to its acquisition in 1999 by Pennzoil.
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