It’s Official: Toys R Us to Hill

LOS ANGELES Toys R Us has selected Hill, Holliday, Connors, Cosmopulos for creative chores on its estimated $90 million ad account following a review.

The client today confirmed that Hill, Holliday won the business, news first reported on Monday by

“Throughout the search process, Hill, Holliday consistently demonstrated a great balance of strategic insight and creative thinking,” said client president Ron Boire, in a statement. “They clearly understand our business, our customers, the value of our brand heritage and our vision for the future.”

Mike Sheehan, CEO of Hill, Holliday, said the win was important because “Toys R Us is one of the greatest retail brands in the world.”

The Interpublic Group agency in Boston overcame Omnicom Group’s DDB in Chicago and independent The Richards Group in Dallas in the final round.

Select Resources International in Santa Monica, Calif., the consultancy that oversaw the process.

The incumbent, WPP Group’s Young & Rubicam in New York, opted not to defend. Media duties at WPP’s Mediaedge:cia were not in play.

The toy retailer last year spent about $90 million in major measured media, according to Nielsen Monitor-Plus. Y&R has handled the work for three years. Estimated account revenue is $2 million.

Y&R added the Wayne, N.J.-based client in May 2004, after a review. Leo Burnett was the prior incumbent.

Hill, Holliday has been on a winning streak of late, adding work from AOL, Bank of America and Diovan in recent months.

Late last week, Hill, Holliday came in second to Havas’ McKinney in Durham, N.C., for the $100 million ad account of real estate giant Coldwell Banker. The shop this week confirmed parting with the $10 million LoJack account, which has hired Pile and Co. to manage a review.

This story updates and replaces an item posted May 14 with client confirmation and other details.