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Florida Citrus names Richards Group

Published on .

The Florida Department of Citrus, Lakeland, has awarded its $34 million advertising account to The Richards Group, Dallas, the runner-up in February's account review. The announcement comes four days after Ammirati Puris Lintas, New York, resigned citing creative and strategic differences. The Richards Group took four of the 11 votes in the February review with a creative presentation that included The Beatles' "Here comes the sun" and the tagline, "Drink More. Live More." Other shops vying for what was then touted as a $27 million account were WestGroup, Tampa, and Grey Advertising, New York. Twenty-one-year incumbent Saatchi & Saatchi Advertising, New York, failed to make the short list.

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