TBWA\C\D Lands Pioneer | Adweek TBWA\C\D Lands Pioneer | Adweek
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TBWA\C\D Lands Pioneer

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LOS ANGELES Omnicom's TBWA\Chiat\Day has wrested the Pioneer flat-panel displays global creative and media from neighboring independent RPA, according to a TBWA\C\D representative.

Estimated worldwide ad spending on the displays exceeds $50 million, per sources. The Long Beach, Calif.-based company spent more than $15 million on U.S. ads for its plasma displays last year, per Nielsen Monitor-Plus.

Chairman and chief creative officer Lee Clow, at TBWA\C\D's Playa del Rey, Calif., office, will lead creative on the business, the rep said.

Omnicom Media Group is handling media chores in most markets.

The first work, featuring eight new models that emerge from Pioneer's "Project KURO" initiative, is expected to break this fall.

"The DNA of our company stems directly from our engineers' passion to design and manufacture the highest performing audio-video equipment possible," said Ken Shioda, general manager for the display business at Pioneer, in a statement. "We refuse to compromise on quality in order to reach a mass audience."

"It was reassigned because Pioneer in Japan wants a global ad agency, and we only represent brands in the U.S.," said Bill Hagelstein, RPA's evp, chief operating officer, Santa Monica, Calif. "Our associates have enjoyed our time with Pioneer and together we've done some great work. Fortunately, the substantial La-Z-Boy win means a simple reassignment of our agency personnel working on Pioneer."

The work of RPA, which had the business since 2003, included a campaign featuring apparent cutouts of television and print images, with the tagline, "Where does reality end and Pure Vision begin?" The initial spot and print ad featured a bikini-clad blond woman surfing.