• by David Kaplan , October 15, 2004

WPP Group's Mediaedge:cia may be on a winning streak with Friday's announced win of the estimated $125 million media account for Toys "R" Us and last week's decision by Paramount Pictures to move its estimated $480 million media planning and buying account to the agency.

The business had previously been handled by Publicis Groupe's Starcom and its multicultural agency Tapestry.

"Toys 'R' Us represents a fantastic win for Mediaedge:cia," said Charles Courtier, executive chairman of MEC. Mediaedge:cia has been appointed to handle all media services for the United States and Puerto Rico for Toys "R" Us-U.S., which has been battling to regain the No. 1 toy retailer spot from rival Wal-Mart since last year.

"Mediaedge:cia will be a key partner for Toys 'R' Us," said a statement from Amy Parker, senior vice president of marketing for the Wayne, N.J.-based retailer. "Mediaedge:cia's combination of strategic and analytical skills and its knowledge of all media from traditional TV and print to emerging media such as video-on-demand, will move our communications forward in fresh, new ways."

Mediaedge:cia's WPP sister shop Young & Rubicam won the Toys "R" Us creative account from Publicis Groupe's Leo Burnett last May.