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By David Gianatasio
BOSTON–McKay Fried & Partners here is expected this week to finalize an advertising contract with Merriam-Webster, agency officials said.
Adding the account of the Springfield, Mass.-based reference book publisher is significant because it will give the 25-person shop a national showcase account, said creative director Marvin Fried.
‘It’s where we want to be, . . . going after more visible (client) names,’ Fried said.
The agency caught the publisher’s attention some weeks ago through a direct mail solicitation, Fried said.
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