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NEW YORK–PepsiCo’s SoBe has tapped Oneworld Communications to handle a TV project, the agency confirmed. The Wesport, Conn., agency won the work following a review that included Fallon and Merkley Newman Harty & Partners, both in New York [Adweek, April 1]. The beveragemaker’s entire account is estimated to be worth about $10 million. The campaign will include one or two TV spots, an agency representative said, that could begin airing on cable stations as early as next month.
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