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CHICAGO-Leo Burnett has been selected to handle the Carpet and Rug Institute’s account after a competition with crosstown rival DDB Needham. The win allowed Burnett a bit of retribution after losing creative control on the McDonald’s account to Needham a week earlier.
The CRI account is no remnant. The association, based in Dalton, Ga., said it intends to spend $100 million over four years on multimedia consumer programs to promote carpeting. Burnett will handle media planning and buying as well as creative development.
Dick Corelitz, the former managing partner at Bozell here who joined CRI as marketing director earlier this year, said the organization has plans to begin advertising in the fourth quarter.
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