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JWT Wins Scana

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ATLANTA Scana Corp. has assigned creative duties on its advertising account to WPP Group's JWT here after a review, the company said.

The incumbent, McRae Communications, an independent Atlanta shop, did not defend. McRae handled creative and media chores on the account for the past three years.

JWT in Atlanta will partner with WPP siblings MindShare for media planning and buying and RMG Connect for direct mail efforts.

Consultancy the Bedford Group in Atlanta led the search; other contenders were not disclosed.

Scana has its headquarters in Columbia, S.C., and operates several energy providers in the region, including South Carolina Electric & Gas, PSNC Energy in North Carolina and Scana Energy, the second-largest natural gas marketer in Georgia.

The media budget was not disclosed, but the company spent on average more than $1.5 million annually on ads in each of the past three years, according to TNS Media Intelligence. Scana spent $800,000 during the first quarter of this year.

"With the ever evolving media requirements of the marketplace, we feel they will be an important strategic partner well suited to walk with us into the future," said Sharon Jenkins, senior vice president of marketing and communications at Scana. "They understand the complexity of working in both regulated and unregulated markets and dealing effectively with a Fortune 500 company portfolio."