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Core Picks Up Duties on Gibson's Epiphone Brand

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Epiphone, a division on Gibson Musical Instruments, named Core its advertising agency.

The St. Louis shop will develop a series of ads and supporting materials for the guitar brand. The work is slated to break early next year to coincide with industry trade shows, said Jeff Graham, a partner and account executive at the agency.

The award was made without a review. Last month, GMI awarded advertising duties on its Gibson USA brand to Carmichael Lynch in Minneapolis. Graham said the decisions were made independently.

"Until now, there hasn't been much focus on what Epiphone stands for as its own brand," he said. "We're going to make Epiphone one of the world's great guitar brands again."

Billings on the account were not disclosed.