Apparel e-tailer picks Berenter

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StyleShop. com, New York, tapped Berenter Greenhouse & Webster to handle a launch campaign for StyleShopDirect, an apparel e-tailer that went online Nov. 1. The effort will break later this month and include online, print and TV advertising. StyleShop plans to spend $2 million in November and December and an additional $10 million next year, said CEO Lisa Boyne. The company had been handling advertising in-house while it searched for an agency and had made a deal with CBS to produce 15-second spots that would air on the network's programs. The spots will break Nov. 22 on "Martha Stewart Living" and also air on news programs, soap operas and the broadcast of the Macy's Thanksgiving Day parade.

Copyright November 1999, Crain Communications Inc.

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