Michaelides tapped for Family Brands

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[London] Unilever named U.K. media communications agency Michaelides & Bednash as the communications agency, with a $30 million budget, for Family Brands, a group of yellow fats products sold under eight different brand names in 10 European countries. Managing Partner Graham Bednash said, "It's a very hot area, finding new ways to connect the brand with people, using advertising but also going beyond it or using media we might invent." Michaelides & Bednash pitched against Interpublic Group of Cos.' Lowe Draft and U.K. agency Prodio for the business and will work with Family Brands agencies Lowe and Initiative Media, also part of Interpublic. Unilever spends $95 million on advertising for Family Brands.
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