$35 Mil. Dial Account Shifts to BBDO

DALLAS Dial Corp. has awarded creative duties on its ad account to BBDO following a review, the client confirmed.

The agency’s office in Chicago prevailed over undisclosed contenders and succeeds Omnicom Group sibling GSD&M in Austin, Texas, on the assignment.

Estimated billings are $35 million.

“Through the review process BBDO was able to deliver superior advertising ideas based upon a solid strategic development process,” said Linda Hannen, vp of corporate marketing and research services for Dial, in a statement. “In addition, BBDO has been a Henkel worldwide roster agency for some time which can provide synergistic benefits in the future.”

Media chores were moved from GSD&M to OMD last spring, shortly after Scottsdale, Ariz.-based Dial was acquired by the Henkel Group of Germany.

GSD&M won the business from independent The Richards Group of Dallas after a review in 2001.

The client said GSD&M had resigned the creative business but did not elaborate.

In addition to the familiar Dial soap, Dial Corp. owns brands such as Armour Foods, Renuzit air fresheners and Purex laundry products.