Smucker, Burnett split; review opens

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J.M. Smucker Co., Orrville, Ohio, is leaving Leo Burnett USA, its agency since 1994, and is opening a review to select a new shop. The marketer and Burnett said they were parting amicably. Smucker spent between $10 million to $15 million on measured media last year, according to Competitive Media Reporting. In addition to Smucker's fruit spreads, Burnett has worked on the Goober, Magic Shell and Snackers product lines.

Copyright October 1999, Crain Communications Inc.

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