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Water Works

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Using a potential client's products and services has paid off to the tune of $1 million in billings for Marquardt & Roche/Meditz & Hackett.
When executives at the Crystal Rock Water Co. launched a review, they initially contacted M&R/M&H because the Stamford, Conn., shop appeared on sales lists as a longtime buyer of the company's bottled water and coffee, said agency official Howard Meditz. The business had been with Giaconne & Jay in Norwalk, Conn.
M&R/M&H was eventually tapped for the assignment, which includes creating and placing print, radio and direct mail executions in Connecticut and Westchester County, N.Y. The effort will debut in about a month.
The shop is also working on corporate imaging, package design and even delivery truck redesign for the Watertown, Conn.-based client.
Can the agency expect a break in its bottled water bill? "We'll still pay," Meditz said. "They pay for the advertising." -David Gianatasio