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(June 25, 2001) OSLO -- NFEK, Norway's seafood industry federation, is to spend $120 million on worldwide marketing of various Norwegian fish products over the next three years. The initiative could result in pan-regional advertising accounts being assigned for the first time.

The unprecedented campaign will be dedicated to launching Norwegian fish products globally and positioning them as a "high-quality food."

No other country spends as much on the marketing of fish as Norway, which is the world's leading exporter of seafood. In 2000, NFEK's 150 members spent $27 million on international sales and marketing initiatives. Fish exports totaled $3.8 billion in 2000.

NFEK's central council will meet in August to discuss a "united global strategy." At present NFEK's members employ an estimated 80 ad agencies in the 60 world markets where its products are sold.

Under a new proposal, agencies will be retained for specific brand building purposes, while regional advertising and marketing accounts will be created to market quality Norwegian sea fish in principal export markets. -- Gerard O'Dwyer

Copyright June 2001, Crain Communications Inc.

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