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Princess Auto hires Cundari

Winnipeg-based Princess Auto has retained Cundari of Toronto as its communications agency of record. The company operates 36 retail stores in Canada specializing in tools and equipment for home, shop and industrial use. The assignment includes branding, design, advertising creative, strategy, digital work, customer relationship management, promotions and events. The agency plans to release its first advertising work for Princess Auto later this year.

"We've had amazing success as an independent retail brand," said Geoff Frodsham, CEO of Princess Auto. "As we look to achieve very aggressive network growth, category and channel expansion and brand building over the next 10 years, we know Cundari is the perfect forward-thinking agency to get us there."

Cundari has hired Adam Lang as a group account director to oversee the Princess Auto account. He was most recently a group account director at Zuku Alpha Kilo. Prior to that, he was an account director at BBDO and Naked Creative Consultancy. He has also worked at DraftFCB and Doner Canada.

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