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$80 Mil. Sylvan Moves to Publicis

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CHICAGO Sylvan Learning Centers has named Publicis Mid America for creative chores on its estimated $80 million ad account after a review, the client has confirmed.

Publicis in Dallas will now handle all aspects of the Baltimore-based company's advertising.

"Publicis has a strong track record of working collaboratively with franchisees, seeking input, gaining an in-depth understanding of their respective businesses and participating in regional co-op meetings," said Susan Fairbairn, president of the Sylvan Franchise Owners Association, in a statement. "We look forward to working with their talented team to holistically market and grow our business."

The Publicis Groupe shop prevailed in a review that included the incumbent, independent Doner in Southfield, Mich., as well as The Richards Group, an independent shop in Dallas, according to sources. Joanne Davis Consulting in New York managed the search process.

Sylvan, a division of Educate Inc., provides in-center and online tutoring to children throughout the country. The franchised operation has more than 1,200 centers around the country.

Sylvan spent more than $80 million last year in U.S. measured media, down from almost $100 million in 2005, according to Nielsen Monitor-Plus.