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Benecol ad agency

This article was originally published in The Tan Sheet

Executive Summary

McNeil Consumer Healthcare hires NCI Advertising (New York) to handle the U.S. consumer advertising for its Benecol line, replacing Saatchi & Saatchi (New York). NCI has handled direct-to-physician and direct-to-patient promotions for Benecol for about two years. The switch is part of McNeil's plan to shift the promotional focus for Benecol from consumers to health professionals, the company said (1"The Tan Sheet" Dec. 6, 1999, p. 4)
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