Ogilvy will now be responsible for all advertising assignments on a global basis and will be responsible for the global co-ordination, modification and distribution of Mattel creative materials for all international markets.
The work was previously shared by Ogilvy, J Walter Thompson and McCann-Erickson, which both handled work mainly in Latin America.
The review of the agency roster also saw Young & Rubicam's Irvine, California office take the role as the lead agency for the Boys/Entertainment division, handling brands such as Matchbox, Hot Wheels and Masters of the Universe.
Mattel's Fisher-Price brand also consolidated its agencies, naming Foote Cone & Belding New York as the lead agency on the licensed entertainment business, which covers brands such as Sesame Street and Winnie the Pooh. Y&R New York had previously shared the account.
All agencies begin work immediately on projects to begin in 2003.
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