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Second Cup hires Strategic Objectives

Coffee retailer Second Cup has retained Strategic Objectives of Toronto as its public relations agency of record. The agency will work to support Second Cup's brand image as "a leader in coffee excellence" at the corporate and franchise levels. This will be the second time Strategic Objectives has served as agency of record for the company. Second Cup operates approximately 350 locations nationally.

"Strategic Objectives is a great fit for Second Cup," said Alix Box, president and CEO of Second Cup. "The agency has a fantastic track record for bringing innovative, brand-building PR programs to life, and we're inspired to be once again working with them to support our efforts to reinvigorate the Second Cup brand and offer Canadians the best coffee experience."

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