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ATLANTA Bellezza Products has hired Howard, Merrell & Partners to create a $20 million campaign to introduce the company’s new anti-aging skin care product, Hydroxatone, the shop said.
HMP, an Interpublic Group shop in Raleigh, N.C., was selected without a review. There was no incumbent. Previous ads were produced internally. Integral Media in Minneapolis will continue to handle media planning and placement.
The company said it hired HMP to expand into broadcast advertising and to add public relations to the campaign.
Hydroxatone
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