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Merkley + Partners is getting into the juice business.
The New York agency has landed creative and media planning responsibilities on Florida's Natural Growers, the citrus farmers' cooperative has confirmed. Annual media spending is estimated at $12 million.
Merkley landed the assignment after a review. Sources identified the other finalists as Cramer-Krasselt, The Richards Group and The Sawtooth Group.
Chris Groom, vp of sales and marketing at Florida's Natural, led the search, which was managed by Select Resources International in Santa Monica, Calif.
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