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MetaboliFe Taps NYCA For TV Foray

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Metabolife, the marketer of diet supplements, plans to ramp up its TV and print advertising with its new agency, independent NYCA, director of marketing Guy Peters said last week. The Encinitas, Calif., shop won the San Diego client's TV, print, outdoor and online business without a review. Metabolife has mostly advertised on radio, enlisting shops on a project basis. Spending on the account, which includes media, is estimated at $10 million.