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Bimbo Bakeries USA has assigned the creative account for its Mrs. Baird’s brand to Moroch Partners.
The Dallas-based Leo Burnett affiliate (formerly Moroch & Associates) had previously worked with the client on a project basis. The account was awarded without a review.
Total advertising expenditures for the Mrs. Baird’s brand of breads and baked goods is estimated at $3-5 million. Asher Media in Dallas retains media planning and buying.
The selection of Moroch Partners comes two years after Grupo Industrial Bimbo, Mexico’s leading bread maker, purchased the Fort Worth, Texas-based Mrs.
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