Midsize Agencies Keep Eye On Conglomerate Castoffs

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When Procter & Gamble sold Sunny Delight to private investment company J.W. Childs Associates earlier this month, executives on both sides praised the deal as a boon for the brand and its former parent. Executives at some midsize agencies, however, might want to check it out as a possible new-business opportunity.

Though marketing plans for the newly created Sunny Delight Beverage Co. in Cincinnati have not been decided (and executives at Sunny D shop Saatchi & Saatchi in New York hope to keep the business), the juice drink now falls into the category that marketers call “orphan brands.”

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