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Fruit of the Loom taps Richards Group for account

Published on .

Fruit of the Loom has selected Richards Group, Dallas, to handle its Fruit of the Loom brand after a review that included Creative Alliance, Lexington, Ky., and Campbell Mithun, Minneapolis. The agency said spending had not been determined, but the company spent $17 million in measured media last year. Warwick Baker O'Neill, New York, which handled the brand prior to the marketer's filing for Chapter 11 bankruptcy protection in December, did not participate.

Copyright October 2000, Crain Communications Inc.

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