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Borders Moves to Carmichael

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LOS ANGELES Borders Group has moved the creative portion of its ad account to Interpublic Group's Carmichael Lynch following a review, the agency has confirmed.

The Ann Arbor, Mich.-based client spent $20 million on advertising last year and $5 million during the first half of 2005, per Nielsen Monitor-Plus.

Minneapolis shop Carmichael was a runner-up two years ago in a review for the bookstore chain's business. That contest was won by Crispin Porter + Bogusky's Los Angeles office, which outpaced Carmichael and independent The Richards Group in Dallas. (The account had previously been with IPG agency Campbell-Ewald in Warren, Mich.)

Carmichael said it made a final presentation to Borders officials on Friday. It was not immediately known which other agencies contended, though sources said CP+B (which has handled the business from Miami since scaling back its Los Angeles operations last year) was not a finalist.

CP+B's last major work for Borders was unveiled last December in the form of a holiday campaign that included a 60-second TV spot that returned the client to national airwaves following a six-year absence. The agency also crafted a 90-second spot that aired in movie theaters [Adweek Online, Dec. 10].

KSL Media in New York continues to handle buying chores, which were not up for grabs in the latest review.

Client officials declined comment.