MARKETEL SCOOPS DESJARDINS
By Adnews Staff
Montreal-based Marketel has walked away with one of the largest accounts in Quebec. The agency was given the estimated $15-million Mouvement des caisses Desjardins business last week without a review. Marketel came in second two years ago in a Desjardins agency competition won by BCP of Montreal, whose contract runs out June 30. Marketel will take the account over on July 1. Marketel president Jacques Duval said yesterday that he believes Desjardins didn't hold a review because the conglomerate is sensitive to the Association of Quebec Advertising Agencies' position on speculative pitches: they are costly and useless. Desjardins marketing senior vice-president Yves Breton told Adnews this is basically true for this time around, but he hasn't ruled out speculative pitches in the future. Mouvement des caisses Desjardins is the largest financial institution in Quebec, providing savings and credit union services to over four million Quebecers. It also deals in life and general insurance, investments and other services.