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Bennett Kuhn Varner has added Applica to its client roster.
The Atlanta direct response agency will help launch four new household products for the small appliance manufacturer under the Black & Decker label.
Billings are estimated at $4 million.
Through its subsidiary Applica Consumer Products, the Miami Lakes, Fla., client also markets products under brand names such as Windmere, Littermaid, Belson and Jerdon, primarily in North America, Latin America and the Caribbean.
Rick Carpenter, vice president of marketing for Applica, cited BKV’s core strength in creating direct response television campaigns and their effectiveness when tied to product launches.
“In today’s media environment it is no longer good enough to go out and buy GRPs [gross rating points].
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