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REDWOOD CITY, CALIF. – Sega of America last week zapped most of the creative boutiques it had been considering, and wound up pitting incumbent Goodby, Berlin & Silverstein/S.F. against three relatively traditional ad agencies in the finals for the $8-$10-million account targeting kids aged 4-10. The other finalists are Young & Rubicam/S.F., Lord, Dentsu & Partners/L.A. and McCann-Erickson, whose S.F., L.A. and Seattle offices are pitching jointly.
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