COUPON COMPANY HIRES FIRST PR FIRM
By Adnews Staff
Co-operative direct mailer Val-Pak of Toronto has hired Richmond Hill, Ont. PR firm Florence Giuly Communications to develop a marketing communications strategy. This is the first time Val-Pak has retained the services of a PR firm. Florence Giuly won the account after pitching with one other agency. Stany Bergeron, Val-Pak's marketing manager told Adnews she chose Florence Giuly, because the agency was smaller than the other firm and Bergeron felt she'd get more personal service. Florence Giuly will work on a one-year contract that began Jan. 1. Val-Pak has conducted TV, radio and print campaigns in the past, all handled by Signature Communication of Hull, Quebec. The company does its media buying in-house. Val-Pak is one of Canada's largest co-operative direct mail companies with 50 Canadian franchises. The company also operates 200 franchises in the U.S.