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NEW YORK – Lowe Direct has won the estimated $15-million plus assignment from Citibank for its North American Consumer Bank retail bank network (ADWEEK, Nov. 22). The win follows a competition that at varying times included five direct response shops, including Ogilvy & Mather Direct, Wunderman Worldwide, FCB Direct and Cramer-Kraselt. C-K and Lowe were the finalists. FCB Direct will continue to work on special projects. According to a statement, the bank plans to spend one-third of its 1994 marketing budget on direct-response programs.
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