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LeapFrog's Split With TBWA\C\D Begs a Question

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NEW YORK LeapFrog's split with TBWA\Chiat\Day leaves unanswered the question of what the computer game manufacturer will do with its creative account.

The Playa del Rey, Calif office of Omnicom Group's TBWA\C\D had handled the business since 2006.

The shop's work featured a "Spokesfrog," which essentially was a man dressed in a frog costume.

Before TBWA\C\D, independent shop Ackerman McQueen had been LeapFrog's lead creative agency. On its Web site, Ackerman McQueen still lists LeapFrog as a client. Whether the business returns there, however, remains to be seen.

The shop continued to handle projects for LeapFrog this year, said Debby Johnson, director of marketing at Ackerman McQueen in Oklahoma City. Asked if LeapFrog may reconsolidate with the agency, Johnson declined to comment, referring the question to the Emeryville, Calif client. Leap Frog could not immediately be reached.

A TBWA\C\D representative confirmed the split, describing it as a mutual parting. The rep declined further comment.

Major media spending behind the brand totaled $25 million last year and $8 million through the first nine months of '08, according to Nielsen Monitor-Plus.