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Nature Made Sets Final Pitches

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LOS ANGELES Pharmavite's $20 million account review for Nature Made vitamins goes to final presentations the first week of November, according to sources.

Finalists include independent Mendelsohn/Zien Advertising and WPP Group's Ogilvy & Mather, both in Los Angeles, and WPP's Grey and Y&R, both in San Francisco.

According to a source, the client wants an agency to portray it as a company "with a powerful brand that connects with consumers both on a rational and emotional level."

"They want the agency to do more than marketing, even product development," said a source. "And their awareness is low. Even though they are number one in the category, the client says they have only 11 percent awareness."

The agencies involved and the client declined comment. The incumbent is Williams-Labadie, Chicago, a unit of Publicis Groupe's Leo Burnett. The Nature Made director of marketing is Bob Ziehl. Select Resources International, Santa Monica, Calif., is conducting the review.

Pharmavite offers three brands, Nature Made, which the company claims is the global sales-leading brand of vitamins, minerals and supplements; Nature's Resource, time-released products; and, since licensing the brand in 2003 from Procter & Gamble, Olay vitamin products for women. Nature Made is the brand in play.

In August, the company changed leadership, with Connie Barry moving from chief operating officer to president and co-CEO and Gary Kuchta brought in from Unilever to become corporate vice president of new initiatives.

The Northridge, Calif.-based client spent $20 million on ads in 2005 and another $20 million through July 2006, according to Nielsen Monitor-Plus.