MAD DOGS NAMED AGENCY OF RECORD FOR ATKINS, AMERICAN BUSINESS MEDIA

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(April 11, 2001) -- Atkins Nutritionals has named Mad Dogs & Englishmen, New York, its agency of record. Billings were not disclosed. The agency is charged with building a "category-defining brand positioning" for Atkins' line of carbohydrate-control bars, shakes and supplements.

Mad Dogs also became the agency of record for American Business Media, the trade group for business-to-business media. The shop is currently at work for a new campaign for ABM, which is expected to stress the attractiveness of business-to-business media companies' multiple paltforms. Spending for the effort is expected to top $2 million. -- Stephanie Thompson and Jon Fine

Copyright April 2001, Crain Communications Inc.

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