The World: New York - Mindshare handed Vaseline writ by Denizen

Mindshare has become the second agency to be sued by the Delaware-based ad agency Denizen for allegedly stealing trade secrets, this time to integrate its Vaseline client into Lifetime's Maneater series.

Denizen argues that Mindshare violated information that was shared during a meeting between the two companies in 2004. It claims that an agreement was made that Mindshare wouldn't use, publish or disclose any information that was passed on. It now says the agency has gone back on its word by using Denizen's integration techniques to incorporate the Vaseline Aloe Fresh product into Maneater.

In August, Denizen began suing JWT, alleging the agency had used trade secrets to integrate Microsoft's in NBC's The Philanthropist.