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Via Rail hires Palm Arnold

Via Rail has retained Palm Arnold of Montreal as its marketing agency and graphic design firm. The assignment includes planning, advertising, direct marketing, and other promotional activities. Palm won the account after two request-for-proposals processes involving an unknown number of agencies. The agency cited its work for clients such as Volkswagen Canada and the rail transport experience of the international Havas network as factors in Via's decision. "Our challenge will be to establish this great Canadian brand and make it more relevant in a social and environmental context in which the train responds more than ever to the needs of Canadian consumers," said Ann Bouthillier, vice-president of brand strategy and integration at Palm.

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