MD foods picks DDB in Guatemala

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GUATEMALA CITY -- Danish dairy products marketer MD Foods has tapped Publinac DDB as the lead agency for a new venture in Central America, where it plans to introduce the Milex brand of powdered milk.

The Guatemala City-based agency beat Foote Cone & Belding in a final contest to the account which will initially launch the product into Guatemala, El Salvador, Honduras and Nicaragua. Costa Rica and Panama will be added at a later date.

DDB claims MD Foods says it chose the agency because it showed "the most creative and promising positioning strategy for the brand, allowing no other choice."

Copyright July 1998, Crain Communications Inc.

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