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TBWA/Chiat/Day has prevailed over BBDO Worldwide and Young & Rubicam for a new ad assignment to back Tricon Global Restaurants’ cross-promotional push behind the next Star Wars theatrical release, said sources.
The pitch for creative duties on the estimated $30-40 million business included only Tricon roster shops, said sources. TBWA/C/D, Playa del Rey, Calif., creates ads for Tricon’s Taco Bell chain, while BBDO and Y&R, both New York, handle ads for Pizza Hut and KFC, respectively.
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