PROVIGO PICKS AGENCY
By Adnews Staff
Provigo Inc. of Montreal gave its $3.5 million account to PNMD/Publitel Inc. of Montreal last week. The agency will be responsible for creating advertising for the company's Provigo chain of supermarkets. Saint-Jacques Vallée Young & Rubicam and TAXI Advertising and Design, both of Montreal, were the other two firms short listed for the account. PNMD's first campaign for Provigo will begin in November. Provigo, which also operates the Maxi and Co. and LOEB chains, divides its advertising by banner. Groupe Everest Communication and Marketing Consultants of Montreal handles the Maxi account, while the Saffer Group Inc. of Toronto handles the LOEB account in Ontario and Quebec. The Provigo supermarket account was put up for review in September. Cossette Communication-Marketing of Montreal had the account for 20 years. At the time of the review, marketing director Jean-Guy Delorme said in a release that Provigo wanted "to explore what new advertising avenues other agencies had to offer."