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Published on .

(May 17, 2001) -- Dial Corp. called on Cramer-Krasselt, Phoenix, to handle branding, advertising and public relations for the Purex, Custom Cleaner and Zout brands after a review.

Spending on the brands is estimated at under $10 million. Last advertising for the brands was from Omnicom Group's DDB Worldwide, New York, which produced ads for Custom Cleaner and the now-defunct Purex Advanced brands. The marketer's Dial Soap brand is also in review. -- Kate MacArthur

Copyright May 2001, Crain Communications Inc.

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