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Global Household Brands has awarded creative for its X-14 hard surface cleaners and 2000 Flushes toilet bowl cleaner to Downtown Creative Partners, New York.

The marketer plans to break its first TV ads for the brands in more than a year late this month; spending is estimated at up to $5 million.

Global Household Brands, formed to buy distressed brands sold off by bigger companies, acquired X-14 and 2000 Flushes from Block Drug Co. earlier this year.

Bob Vogel, VP-marketing, said the brands will receive "substantially stronger [advertising] support" than they did under Block Drug. Radio ads may follow the TV spots, still in production.

The new agency "came up with fresh, cutting-edge ideas for us," Mr. Vogel said.

Downtown Creative Partners is the consumer division of NCI Advertising, which is itself owned by Nelson Communication

Western International Media, New York, was named to handle media buying.

Carrafiello-Diehl & Associates, Irvington, N.Y., had handled 2000 Flushes; Publicis, Dallas, had X-14.

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