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A combination of Web experience and a little play-acting has helped J. Walter Thompson land ad duties for BrassRing.com, a Web startup that plans to spend $20-30 million on advertising next year.
The New York agency bested DDB, New York, in the pitch, sources said. JWT’s first work–a tactical and promotional effort–is expected in January. Account director Stuart McLean will manage the business at the agency.
In a quick review that consisted of an rfp and only two meetings, JWT stressed its integrated approach to branding and its experience with other Web brands, such as Alloy.com.
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