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NEW YORK Five New York agencies are competing to handle creative and media duties on Penthouse, as the magazine seeks to soften its image and broaden its appeal among consumers and media buyers alike.
The finalists are Publicis Groupe-backed Droga5 and independents Sugartown Creative, DiNoto, Modco and AKA, according to Brian Martin of Source Martin, a New York consultancy that is managing the review.
The shops have been briefed and will make creative presentations early next month, Martin said.
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