Former Agency Was Wolf Group

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NEW YORK ( -- Equal Sweetener tapped MDC Partners' Kirshenbaum Bond & Partners, New York, to handle creative and media buying responsibilities, according to executives familiar with the matter.

The agency won the account following a review that included WPP Group's Berlin Cameron/Red Cell, New York, which teamed with sibling MindShare, and independent Cramer Krasselt, which presented both creative and media ideas. Kirshenbaum worked with its media planning unit, Media Kitchen.

Calls to each of the agencies, as well as a call to Equal, were not returned at press time.

Equal, owned by Chicago-based Merisant, sought a new agency after its former shop, Wolf Group of New York, its agency of record for both creative and media since 2002, closed in January.

The marketer spent $11.5 million in measured media in 2003, according to TNS Media Intelligence/CMR.

Equal was launched in 1982 in the U.S.

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