ORANGE GLO PARTS WITH CAMPBELL MITHUN

Drops Agency After Only 8 Months

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CINCINNATI (AdAge.com) -- Orange Glo International has dropped Interpublic Group of Cos.' Campbell Mithun, Minneapolis, as its creative and media agency of record after less than eight months, the client said today.

"We decided to go with a blend of agencies to give us more flexibility in making direct and traditional advertising," said Kirsten Nordstrom, marketing director.

'Competitive pressures'
"Their competitive pressures have forced them to return to their direct-marketing approach," a spokeswoman for Campbell Mithun said. "We are continuing to work with them and we are considered still a part of their team, but there isn't any work in production. Right now it's mostly in an adviser role."

Orange Glo spent $27 million in measured media in 2002 and $16.5 million through June 2003, according to TNS Media Intelligence/CMR.

Campbell-Mithun had done both conventional and direct-response TV advertising for the Orange Glo and Orange Clean brands since winning the business in February. But Boulder, Colo.-based Orange Glo had continued to work with other shops on a project basis, such as direct-response specialist Respond2, Portland, Ore., for its bigger and better-known OxiClean brand and newer Kaboom! liquid cleaner.

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