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Nurture Is L/C's Nature

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CHICAGO Medela, which makes breast pumps and products for nursing mothers, has awarded its advertising account to independent agency Laughlin/Constable after a review, according to the shop.

The Milwaukee-based agency will handle the business at its Chicago office. The shop will create advertising and plan media for the McHenry, Ill., company's first consumer campaign in two years. The work is expected this spring.

"We are thrilled to add Medela to our client roster," said agency president Karen Duffy in a statement. "We have helped them build brands by knowing how to communicate with moms and we are confident that we can help Medela connect with this important group in new and meaningful ways."

The shop's experience targeting moms and children includes working for clients such as OshKosh B'Gosh, GUMi oral care products and Friendly's Restaurants.

Medela's last known agency was Chicago Creative Partnership.

Contenders for the business were not disclosed, nor were billings. The company had minimal recorded consumer spending last year and less than $1 million in 2004, according to Nielsen Monitor-Plus.