ROYAL CANADIAN MINT RETAINS PERENNIAL
By Adnews Staff
The Royal Canadian Mint has hired Perennial to develop a retail brand strategy. The Crown Corporation is responsible for minting and distributing Canadian circulation coins. Toronto-based Perennial was chosen for the assignment in an agency search. Perennial chairman Joe Jackman said the project "includes the development of an overall retail brand strategy and its expression at retail, including product assortments, retail partnerships, packaging, merchandising, in and out-of-store communications and multimedia." The strategy will be put into effect early next year.
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