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Kirshenbaum Bond & Partners outdueled two competitors for Beech-Nut’s $10-12 million baby-food business.
The New York shop bested Cramer-Krasselt in Chicago and Rogers Townsend, which, like the client, is in St. Louis, for the account. The incumbent was Suissa Miller, Los Angeles, which was initially involved in the review.
The business is heavily skewed toward below-the-line services—coupon-redemption programs and direct mail—according to the proposal request. Creative presentations were not part of the agency pitches.
Beech-Nut is the No.
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