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Mullen's Ultimate Victory: BMW

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WENHAM, MASS. - Mullen won the pitch of its life last week, driving the creative and media-planning portion of the $70-million BMW of North America account across the finish line. Mullen bested Earle Palmer Brown/Bethesda, Md.; and New York contenders McCabe & Co.; McCaffrey & McCall; and TBWA. DeWitt Media/New York, won the media portion of the account. For Mullen, it's the largest account the agency's won in its 23-year hisory. Mullen will also retain client of three years, Rolls-Royce Motor Cars, Lyndhurst, N.J., as neither automaker sees a conflict. The agency has also added several million in additional billings, sources said, with the Gitano Group clothing and QVC Network accounts. A Mullen spokesperson denied that the agency was working with QVC and would not comment on Gitano.
Copyright Adweek L.P. (1993)