Dallas Newspaper Picks Square One

DALLAS Square One has won a branding assignment for the Dallas Morning News, sources said.

The Dallas agency contended for the business in a review that included locally based The Richards Group and the internal ad team of the newspaper, sources said.

The newspaper is seeking to rebrand itself, sources said. The DMN vies with Knight Ridder’s Fort Worth, Texas-based Star-Telegram for readers who live between Dallas and Fort Worth, in what are called the “mid-cities” like Arlington, Euless and Bedford.

A campaign breaking in the spring will include print, broadcast and outdoor, sources said.

The flagship newspaper of Dallas-based Belo Corp. handles its own media.

Billings for the assignment are undisclosed. The client’s large in-house staff has handled its estimated $3 million ad account since June 1999, when it was pulled from DDB in Dallas.

Square One referred calls to the client, who could not be reached.