SARA LEE CONSOLIDATES $17 MILLION FRENCH BIZ, CALLS REVIEW

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(May 23, 2001) PARIS -- Sara Lee HBC, the French beauty, cleaning and hygiene division of household-goods giant Sara Lee, is holding a five-agency pitch as it seeks to consolidate an estimated $17 million advertising business linked to a host of its most recognized brands.

Agencies and brands involved in the review process include Omnicom Group's DDB Worldwide, Paris, which currently handles the Catch and Pyrel insecticide products; Bcom3 Group's D'Arcy, Paris, which handles advertising for Monsavon soap; Publicis Groupe's Publicis Etoile, which manages advertising for the Sanex line of women's hygiene products; Omnicom-owned BDDP & Fils, Paris, which handles the Williams line of deodorant and shaving products; and Callegari Berville Grey, Paris, which handles the Ambi Pur line of deodorizing products and the Kiwi line of waxes.

Sources say Sara Lee heard pitches in early May and is expected to finalize its consolidated agency list by mid-June. -- Lawrence J. Speer

Copyright May 2001, Crain Communications Inc.

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