toysrus.com Picks Leo Burnett, Starcom as Agencies of Record

toysrus.com named Leo Burnett Co. and Starcom, the independent media services arm of the Chicago-based advertising agency, as its agencies of record.

Leo Burnett operates a global network of more than 270 operating units, including 90 full-service advertising agencies and a variety of specialty marketing services including direct, database and interactive marketing, sales promotion and public relations. The company employs about 9,000 people and posted 1998 billings of $6.81 billion. Billings for this account were not disclosed.

Starcom, Leo Burnett’s separate media specialist division, has won over $2 billion in media-only billings over the past two years, including AOR assignments from Morgan Stanley Dean Witter, Canon, United Distillers & Vintners, and Corn Products.

“Our goal is to make the Toys ‘R’ Us brand No. 1 with families, no matter how they choose to buy their toys and children’s products,” said Warren Kornblum, chief marketing officer of Toys “R” Us Inc.

Toys “R” Us operates 1,490 stores: 703 stores in the United States; 457 international toy stores, including franchise stores; 212 Kids “R” Us children’s clothing stores; and 118 Babies “R” Us stores.

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