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Baskin-Robbins USA has put its estimated $18 million account in review.
The Glendale, Calif.-based ice cream store chain will invite a select group of national agencies that have offices in California to participate in the review, said company officials.
Incumbent D’Arcy Masius Benton & Bowles in Los Angeles, which has handled the account since 1993, has elected not to defend the business.
Baskin-Robbins executives said the review was called because of anticipated changes in the company’s marketing strategy.
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