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Article: Miles Calcraft snatches [pound]5m Benecol business.
- Article from:
- Marketing Week
- Article date:
- August 16, 2001
- Author:
CopyrightCOPYRIGHT 2001 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Carol Vorderman's role as spokeswoman of the functional food Benecol brand is under review following the appointment of Miles Calcraft Briginshaw Duffy to its [pound]5m advertising business.
Miles Calcraft picks up the business from Saatchi & Saatchi after a review by Benecol's parent company McNeil Consumer Products. The review was handled by the AAR.
A spokeswoman for McNeil, which has the licence to market the "cholesterol-lowering" range of margarine and yogurts, confirmed Miles Calcraft's appointment. She refused to say whether Vorderman was being axed and added: "She has been an excellent ambassador for the brand, and we are now working with Miles ...