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VitaminShoppe.com, a vitamin and supplement site that rivals MotherNature.com and GNC.com, is in the late stages of a creative review, the client confirmed. New York shops Merkley Newman Harty, M&C Saatchi, Kaplan Thaler Group and Fuel N.A. are pitching an account believed to be worth more than $15 million.
Assisting with the review is Acme Idea Co., a Norwalk, Conn., brand consultancy founded by former Grey Advertising executives. Pitches are scheduled for next week. The shops declined comment; Acme referred questions to the New York client, which confirmed the review.
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