Wells Fargo & Co.'s longtime advertising agency, DDB Los Angeles, has been chosen to represent the recently merged banking company, beating out the Minneapolis firm that had served Norwest Corp.

Norwest acquired Wells last year but assumed its name and moved its headquarters to San Francisco.

Carmichael Lynch will continue to do work for Wells Fargo's Minnesota operations, DDB said Thursday in announcing the appointment. DDB is developing a marketing and advertising campaign for the 16 states where the Norwest brand will be replaced by Wells Fargo. The conversion will begin this year with 90 Norwest branches in New Mexico, the bank said.

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