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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, ex-managing partner at Bozell here who joined CRI as marketing director earlier this year, said the group has plans to begin advertising in the fourth quarter.
It was close to a year ago that CRI officials confirmed they were going to fund the effort.
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