GROUPACTION COMES CLEAN WITH SOFTENER ACCOUNT
By Adnews Staff
Montreal-based Groupe Lavo awarded the account for its La Parisienne brand of fabric softener to Groupaction Marketing Inc. last week. Alain Richard, Groupaction's corporate affairs vice-president, told Adnews the Montreal agency beat out four other agencies for the account. He added that to his knowledge, there had been no previous incumbent. La Parisienne also markets a well-established brand of bleach, Richard said, but Group Lavo still has to make a name for itself in the fabric softener market. La Parisienne's first softener campaign should hit before the summer.
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