Y&R Snares Toys R Us Account

NEW YORK WPP Group’s Young & Rubicam has won creative duties on Toys R Us’ estimated $120 million account.

The New York-based shop bested the incumbent, Publicis Groupe’s Leo Burnett in Chicago, as well as Omnicom Group’s DDB in Chicago, and Interpublic Group’s Foote Cone & Belding in New York. Final presentations took place over three days and concluded on Thursday.

In making the selection, client chief marketing officer Warren Kornblum cited Y&R’s “strong insight” into the retailer’s core target, namely mothers and children. Kornblum also noted the shop’s ability to deliver ideas that extend beyond traditional ads. “It’s not about a TV commercial or a direct mail piece. It’s really a vertical integrated approach,” Kornblum said.

“We love it and we are back,” said Y&R worldwide chief executive Ann Fudge. “We are better than back. This is the new Y&R.”

Y&R pitched a “large idea” that can be executed across mulitiple disciplines, said agency worldwide creative director Michael Patti, who added: “They loved our chemistry.”

The finalists worked from a brief that focused on how to drive traffic during the holiday season when 60 percent of the Wayne, N.J., client’s sales are made, sources said. Shops were also asked for a five-year brand and business plan for Toys R Us.