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Blue Bunny Ice Cream plans a rebranding push this year, and has chosen GSD&M as its lead media partner following a review.
The Texas-based Omnicom agency will handle strategy, buying and planning. Previously, those chores were with Colle+McVoy.
Adam Baumgartner, Blue Bunny's vice president of marketing, said GSD&M's "attention to detail in the planning process coupled with their strategic leadership in media plan development" impressed decision makers during the agency selection process.
A multimedia campaign will break later this quarter.