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NEW YORK — A prior relationship with the client and a strategic and creative shootout with the incumbent have won BBDO the $40 million Rogaine account from Arnold McGrath, sources said.
The win expands traditional packaged-goods business for BBDO, which is best known for its splashy, often humorous, celebrity-driven TV spots for clients such as KFC, Pepsi, Charles Schwab and Doritos.
Rogaine, owned by Pharmacia in Peapack, N.J., is a line of products that promises to restore thinning hair.
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