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Choice's $40M marketing account goes up for review.(Choice Hotels International Inc.)(Brief Article)
Choice Hotels International is reconsidering its long-term advertising relationship -- reportedly worth up to $40 million a year with Baltimore agency Gray Kirk/VanSant.
Gray Kirk has been the agency of record for Silver Spring-based Choice Hotels since the agency was founded 19 years ago. Agency CEO Roger Gray downplayed the significance of the account to his firm's survival, saying that the loss of the account would be a bigger blow to his ego than to the financial stability of the agency.
"This will probably affect me more personally than financially," Gray says. "It's been my baby. I started this agency with that account."
Gray acknowledges that …
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