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Gillette awarded national creative for the launch of a new body-spray deodorant likely to be called Tag to Havas-owned roster shop Arnold, sources said. Sources said Gillette would likely spend at least $50 million to keep pace with Unilever’s Axe, which spent $40 million last year, per Nielsen Monitor-Plus. Omnicom’s BBDO and WPP’s MindShare are Gillette’s lead agencies.
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