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22squared has added the Baskin-Robbins account following a review, the agency said today.
The Canton, Mass.-based ice-cream shop chain spends $10-15 million annually on ads, per Nielsen. Work has mainly consisted of traditional outreach via print and TV, though an increasing amount of interactive promotions have been tried in recent campaigns.
The assignment had previously been at Cliff Freeman and Partners in New York, which closed its doors last fall.
Pile + Co., the consulting firm in Boston, led the review to select a successor.
Kirshenbaum
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