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Sun-Maid Selects TargetCast

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NEW YORK Dried fruits processor Sun-Maid Growers has awarded independent TargetCast here its media planning and buying account, the client has confirmed.

The client spent about $15 million on measured media in 2006 and about half that amount last year, per Nielsen Monitor-Plus.

Sun-Maid Growers claims to be the world's largest producer and processor of raisins and other premium quality dried fruits, with sales of approximately $300 million.

TargetCast will handle all North American media strategy, planning and buying for Sun-Maid.

"TargetCast showed us they welcome challenges with a 'can-do' attitude that encourages creative media solutions," said Barry F. Kriebel, president of Sun-Maid Growers of California. "That attitude will enable them to develop strategic insights into our market and craft a plan to reach and influence our target customers most effectively and efficiently."

Steve Farella and Audrey Siegel co-founded TargetCast five years ago. With billings of more than $450 million, the shop's client roster includes TIAA-CREF, Wyeth Consumer Healthcare and Pharmaceuticals, Dominican Republic Tourism, Gorton's, Hotels.com, 1-800-Flowers.com and the Wharton School.

The agency was recently named to the Inc. 500 list of fastest-growing private companies.