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Jamba Taps Mad Dogs

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Mad Dogs & Englishmen has won the Jamba Juice account without a review. Billings are roughly $2 million, sources said.

The chain, which sells fresh-squeezed juice and smoothies, most recently used Amazon Advertising, San Francisco, for advertising. But Mad Dogs culti vated a relationship with the client while working in the same San Francisco neighborhood, Potrero Hill.

"We always have felt a certain kind of karma about our space," said Nick Cohen, Mad Dogs chief creative officer and managing partner. "In fact, two of our first three clients came directly from our location. ... It's a good thing we didn't take that office across the street from Napster."

Mad Dogs has just finished a three-month fall promotion for Jamba and is working on a winter campaign. The company, primarily located in the West, is best known for its fruit smoothies, which include a variety of nutritional supplements.

"We're really excited to be working with Mad Dogs. We know their enthusiasm and keen sense of humor will bring a lot to our brand," said Rosa Compean, Jamba's marketing director.

Sources said personnel changes in Jamba's marketing department may have led to the agency switch.

"We [looked forward] to bringing the brand to the next level," said Millie Olson, Amazon's president. "Unfortunately, they reduced their commitment to marketing to the point where it wasn't possible for us to continue to work together."

Mad Dogs & Englishmen has been in business since 1991 and also has a office in New York.