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Square One has been awarded a Texas-size task: polishing the image of the Dallas Cowboys.
Behind-the-scenes work by the Dallas agency for last week’s launch of a new arena football team, the Dallas Desperados, led to marketing duties on the more famous sports franchise. Both teams are owned by Jerry Jones.
The shop becomes the first agency to hold all advertising and marketing duties for the Cowboys, long trumpeted as “America’s Team.” The combined accounts are estimated by sources at $5 million.
Cowboys vice president of marketing George Hays said giving Square One projects that were handled in-house or doled out among local shops does not represent an attempt to remake the image of a team.
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