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EDS Assigns Creative to BBH

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DALLAS Information technology giant EDS has awarded its creative advertising account to Bartle Bogle Hegarty in New York after a review, the company said.

The incumbent on the account for the past five years, Publicis Groupe's Fallon in Minneapolis, did not compete.

The value of the account was not disclosed, but measured media spending in 2003 was about $5 million, according to Nielsen Monitor-Plus.

Bob Segert, chief marketing officer for EDS, said the company chose BBH for two primary reasons: its strength in the United Kingdom and its experience in consumer marketing, even though EDS' customers are large Fortune 1000 companies and governments.

Citing the example of one of EDS' largest customers, General Motors, Segert said, "We think that having a feel for the needs of that company's consumers creates a much more valuable supply chain."

BBH's first work, which will include television and print, will break ahead of the Byron Nelson Golf Tournament in Dallas in May, Segert said.

The client is still developing its core message, which Segert said would focus on "making very complex processes seem a lot easier than they really are."