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NEW YORK Burlington Coat Factory Warehouse has confirmed awarding creative duties to independent Cramer-Krasselt and media planning and buying to Interpublic’s Initiative after a review. Both pitched from their New York offices.
Burlington’s major traditional media spend totaled $60 million last year and nearly $75 million in 2006, according to Nielsen Monitor-Plus.
Commenting on the winners, Burlington CMO Garry Graham said of C-K, “We were looking for an organization that could think creatively and appreciated how they got to their creative ideas, the process of the research they brought to bear.
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