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MFP Scores With Christiania, MSG

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BOSTON Margeotes Fertitta Powell is developing a multimedia campaign to relaunch Christiania Vodka in the U.S. next year. The agency also said it has been hired by regional TV and radio service MSG Network for a branding assignment.

The MDC Partners shop in New York is handling creative and media chores on the Christiania brand, with initial estimated ad spending in the $5-10 million range. The agency is responsible for creating a new brand identity, advertising and all integrated marketing programs, including package redesign, event marketing and online efforts.

The brand, now owned by Alexander Vik, was last advertised in the U.S. about five years ago, when its former owner spent $2 million in measured media. The upcoming effort from MFP, however, will be broader in scope, and the budget is likely to rise climb well beyond the initial $5-10 million.

"We contacted MFP after hearing about the agency's integrated marketing philosophy, which goes beyond traditional advertising and takes a more broad-based approach to reaching the consumer," said Bob Beleson, CEO of Christiania Spirits.

"There's nothing more rewarding than having a client come to you based on your work and proven results," said Neil Powell, CCO of MFP.

Christiania is now in available at select restaurants and liquor retailers.

Much like the work for Christiania, the MSG Network assignment includes traditional and non-traditional elements.

The new business comes as MFP bids farewell to Godiva Chocolatier, a 28-year client of the agency, which recently ended its association with the shop and began a review [Adweek Online, Aug. 28]. Godiva spent $7 million in U.S. measured media in 2005 and $2 million in the first half of 2006, per TNS Media Intelligence.

MFP added the global portion of Godiva's creative assignment last year. Estimated worldwide billings are $12 million.

The agency also parted with SunCom Wireless this summer. The telecom company, which had worked with MFP since 1998, called a review of its $25 million account in July, and the agency said it would not defend.