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International: Sara Le assigns $30 million account to Publicis

22-January-2002
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International: Sara Le assigns $30 million account to Publicis

Sara Lee Bakery Group consolidated its $30 million advertising account for its bakery brands with Publicis in Mid America, Dallas.

Interpublic Group of Cos.' Foote, Cone & Belding, Chicago, has had the account since November 1996. FCB President-CEO Dana Anderson said the agency resigned the account in December.

Publicis did not make a formal pitch before being awarded the bakery brands account, said the agency's president-CEO, Steve Price.

In addition to the Earthgrains brands it already handles, the Publicis Groupe agency will now handle consumer advertising for the entire bakery line, including Sara Lee Homestyle Pies, Cheesecakes and Cheesecake Bites, Pound Cake, Bagels and Muffins.

The agency's first assignment will be to expand the Sara Lee bagel line to additional U.S. markets.

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