GSD&M Snares Dial Account

DALLAS — Dial has awarded its $15 to 20 million account to Omnicom Group’s GSD&M, Austin, Texas.

The Scottsdale, AZ-based client had narrowed the field to three finalists last week including the Richards Group, Dallas, and Interpublic Group of Cos.’ Suissa Miller, Los Angeles.

Sources said GSD&M had the inside track as a result of an established relationship with Dial Chairman-CEO Herb Baum. Baum, who was closely involved in the agency shift, had previously been a top executive at Quaker State which has used GSD&M for branding work.

The agency that had been handling Dial, Omnicom’s DDB Worldwide, New York, participated in the review but did not make the finals