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TBWA, which beat out agencies FCB/Leber Katz Partners/N.Y. and Kirshenbaum & Bond/N.Y., will pick up TV advertising, which had most recently been handled inhouse after Bloomingdale’s late last year ended its 10-year relationship with Grey Advertising.
However, this time around Bloomingdale’s is expected to use more of its agency’s resources than it has tended to in the past and the account could grow to be worth between $5 million and $10 million.
Sources said Bloomingdale’s had asked the pitching agencies to develop a strategy that would reposition the venerable retailer for the ’90s and could be used in everything from TV ads...

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