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Dreyfus, Veryfine Expected to Seek New Shops

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BOSTON -- Dreyfus and Veryfine, which had been with recently defunct Boston independent Holland Mark, will not enter into long-term relationships with Partners & Simons, which picked up some clients and staff from Holland Mark following its October demise.

Sam Rowse, president of Veryfine, said his company will "go dark" for a time in terms of advertising as it works out strategies to promote its Fruit 2-0 brand nationally. The client spends about $1-2 million annually on ads, but that figure is expected to rise significantly in 2002 and Veryfine will likely seek a new outside agency early next year, sources said.

Dreyfus spends $6 million on ads and had been working with Partners & Simons for about a month, but is severing ties with the Boston shop and may choose to simply re-use past work from Holland Mark on an interim basis while mulling its next marketing move , agency representative Mark Young said late Monday. Dreyfus executives did not return calls and sources said hiring a new agency -- either through a review or straight account shift -- remains under consideration.

Both clients had been expected to join the roster of the Boston shop, which had done some work for both in the past month since Holland Mark closed its doors.

Dreyfus chose Holland Mark in mid-1999 in a review led by consulting company Roth Associates; Berlin Cameron & Partners, New York, was a runner-up in that competition. Recent "Lion Rules" TV and print efforts for Dreyfus likened the world of investing to the jungle and relied heavily on location footage of African lions.

Campaigns for Veryfine -- mainly print and outdoor executions -- have focused on the juice company's family ownership in an effort to differentiate the brand from products mass-produced by beverage conglomerates. Veryfine moved to Holland Mark in 1997 following a review led by consultancy Pile and Co., Boston. Previously, the business had been with Mullen, Wenham, Mass.