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Florida Citrus names agency

Published on .

The Florida Department of Citrus, Lakeland, Fla., awarded its $27 million advertising account to Ammirati & Puris/Lintas, New York, following open presentations that were attended by executives from at least a half-dozen non-competing Florida agencies. Others in the review included WestGroup, Tampa; Grey Advertising, New York; and the Richards Group, Dallas. Saatchi & Saatchi Advertising, New York, which handled the account for 21 years, did not make the short list. The citrus group lauded Ammirati's strategic research and creative approach, which included a new speculative tagline: "I'm tellin' ya, it's the juice."

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