Seven contenders stand eyeball-to-eyeball for slimming chain Jenny Craig’s $25 million media planning and buying prize.

The all-Californian septet comprises incumbent Carat, Horizon Media, MindShare and KSL Media (Los Angelenos all) – plus Initiative Media (San Diego), Starcom (San Francisco) and Mediaspot (Corona del Mar).

From next week there will be just four survivors of the shootout, each of which will receive a project assignment. The final decision is expected by the end of this month, according to Patty Loessberg, director of advertising for the 650-strong retail weight-loss chain.

Jenny Craig’s creative duties, handled by Johnson/Ukropina, of Irvine, California are not thought to be in contention.

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