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Lionel Trains in Chesterfield, Mich., selected The Hiebing Group in Madison, Wis., for its $1 million account, previously handled in-house.
Hiebing will work on brand-building assignments leading up to Lionel’s centennial celebration in 2000. The agency will first target model train enthusiasts and then make a push to introduce a younger market to Lionel, said Hiebing president Scott Cooper.
Contenders for the account, which includes media buying, included DraftWorldwide in Chicago; Griffin Bacal and Pisarkiewicz Mazur & Co.,
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