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Concerned with competition from satellite dishes and pay-per-view, the home video industry will unveil a campaign early next year from J. Walter Thompson to promote movie rental in a test that could lead to a $25 million national rollout.
The Video Software Dealers Association, based in Encino, Calif., chose JWT Chicago for the assignment after a shootout with WongDoody, Seattle, said Carrie Dieterich, client vp of marketing and public relations. JWT does project work for Blockbuster, one of the association’s largest members.
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