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LOS ANGELES Independent RPA has picked up domestic creative and media duties on Pharmavite’s SoyJoy bars after a review, according to Kirt Danner, agency vp, director of marketing.
The new product is expected to launch next spring with a $30 million-plus marketing budget, according to Danner. “[Pharmavite] is carrying the whole soy flag around the globe. They believe this nutrition bar is in a class by itself,” he said.
Creative directors David Smith and Joe Baratelli will guide campaign development, working with copywriter Camille Sze and art director Chuck Blackwell.
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