Cingular Wireless has handed its $40 million direct marketing duties to Targetbase in Irving, Texas.

The successful shop fought off rival pitches from New York agencies Rapp Collins Worldwide and Lowe Live, Atlanta’s BKV and DMW Worldwide in Wayne, Pennsylvania.

The award completes Cingular’s marketing line-up. Last October, the wireless company tapped BBDO Worldwide in Atlanta and New York to handle its $200m creative and media account [WAMN: 17-Oct-01].

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