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Friendly Ice Cream Corp. has begun soliciting agencies nationwide to pitch the creative portion of its estimated $15-20 million advertising account.
The solicitation comes as Richard Couch joins the Wilbraham, Mass.-based client as chief marketing officer. The former restaurant marketing consultant from Phoenix replaces Scott Coldwell, who resigned to pursue entrepreneurial opportunities, said Friendly representative Vivian Brooks.
Neither Couch, who is overseeing the review for creative chores, nor Coldwell returned phone calls by press time.
Berry-Brown, the Dallas agency tapped by the publicly traded company this spring as lead creative shop, will participate, Brooks said.
Executives at Berry-Brown said they had not been informed of a review.
WF of R in Richmond, Va.,
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