FCB GAINS SEAGRAM
By Adnews Staff
U.S.-based Seagram Company has hired FCB/Leber Katz Partners of New York to handle Tropicana juices. A review began in June when Seagram ended its 10-year relationship with the Leo Burnett Company of Chicago after the latter got the Fruitopia business from Coca-Cola. Seagram officials were unavailable yesterday to comment on whether FCB's Toronto office will handle advertising in Canada. When Burnett had the business its Toronto office did Canadian advertising. Three other New York agencies were on the short list: Grey Advertising, Lord, Dentsu & Partners and TBWA Advertising. FCB was a latecomer to the competition after new Seagram president Ellen Marram expanded the search. Marram was previously president of the Nabisco Biscuit Company which has FCB handling advertising for brands such as Oreo cookies.