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Specialty Brands of America is searching for an agency to launch a new product for its Bear Creek Country Kitchens line of prepared foods, sources said.
Media spending behind the launch is estimated at $15 million. The assignment includes both creative and media duties, according to sources.
Roth Associates in New York is managing the search, according to sources. Roth, which did not return calls, has contacted potential agencies and will soon issue a request for proposals, said sources.
An initial request for information that Roth issued to interested agencies asks about experience with consumer packaged-goods brands and incentive-based compensation agreements.
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