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Arc Adds Promotions Work

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CHICAGO Sara Lee after a four-month review has tapped Publicis Groupe's Arc Worldwide to handle U.S. promotional duties on its food and beverage brands.

The Chicago shop will create programs for brands including Ball Park, Hillshire Farm, Jimmy Dean and Senseo.

Arc had not previously handled any of the business, according to an agency representative. The incumbents on the account and review contenders could not immediately be determined.

"We believe that Arc has all of the right elements to partner with us to take our strategic vision to the next level from a promotional perspective," said Kim Feil, senior vice president and chief marketing officer of Sara Lee Food & Beverage, in a statement.

The promotions budget was not disclosed.

The move is part of the Chicago-based client's initiative to trim its roster. In May, the company awarded creative chores on its estimated $35 million deli and bakery brands business to Omnicom Group's TWBA\Chiat\Day over sibling Element 79. The incumbent, Publicis Groupe's Publicis in New York, withdrew before a decision was reached.

TBWA\C\D in Playa del Rey, Calif., and Element 79 in Chicago are now awaiting a decision on the client's Hillshire Farm brand, on which Element 79 is the incumbent.