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PureVia, a stevia sweetener sold by the Whole Earth Sweetener Co., has named TracyLocke as its new lead agency for creative, digital and media buying duties, the company said this week.
Media billing on the account is estimated at between $8 and $10 million, and future work will come in the form of FSIs, in-store marketing and an emphasis on digital and social media activity, PureVia brand director J.J. Betts said. TracyLocke, which has been working with PureVia on a project basis, will handle the account from its Wilton, Conn.,
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