Universal Goes West

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The theme park division of Universal Studios bypassed The Richards Group to award davidandgoliath the creative portion of its $30-40 million account.

New creative will be aimed at generating attendance for two attractions at the client’s park in Orlando Fla.: Universal Studios and Island of Adventure.

The 2-year-old Los Angeles agency edged Richards of Dallas, which had made the finals after the other contenders were eliminated earlier this month.

“It was their creative,” said Jim Yeager, senior vice president of public relations for Universal’s Recreation Group when asked about the selection.

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