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By besting several Southern California shops for EarthLink’s business last week, Mendelsohn/Zien may have picked up its largest account ever.
Although the pitch was initially presented as a $2-3 million “test” project, sources said the Internet service provider could spend $50 million or more on a national ad effort to challenge larger competitors such as AT&T and America Online.
“We discussed with the agencies during the presentations what the budgets could be, but we’re not at a stage where we can say [an exact figure],” said John Lake, EarthLink’s director of marketing.
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