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Mattel is again shuffling ad assignments as it seeks ways to boost lackluster sales.
This time, the El Segundo, Calif., toymaker is talking to roster shops Ogilvy & Mather, Los Angeles, and Young & Rubicam, New York, about consolidating creative duties for all of its Barbie software titles, most of which have been handled by O&M, the client confirmed last week.
Lisa McKendall, director of marketing communications at Mattel, would not indicate when a decision was due, but sources said it was imminent and that the review has been going on for several months.
Jerry McGee, O&M executive vice president and managing director in the Los Angeles office, acknowledged the review, but would not comment further.
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