RONA BUILDS BRAND WITH BCP
By Adnews Staff
Home renovation and decorating retailer Rona Inc. of Boucherville, Quebec has appointed Montreal-based BCP its new ad agency. BCP won "a nationwide mandate worth up to $20 million" following an agency review in which BCP had been shortlisted with Bos, Saint Jacques Vallee Young & Rubicam and Palm/Palmer Jarvis DDB. BCP will be responsible the Rona brand's advertising and promotional campaigns. The agency will also handle the launch of the Rona chain in Ontario. Carat Strategem of Montreal will continue to handle media planning and buying for Rona, adding to its existing duties in Quebec and eastern Canada responsibility for the rest of the country.
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