MIKE'S CHANGES NAME AND AGENCY
By Adnews Staff
Mike's Subs has changed its name to Mike's Restaurants and hired a new agency to help promote the chain. Publicis*BCP of Montreal won the account last week without a review. The agency approached the chain and did a pitch. The incumbent on the account is St. Jacques Vallee Young & Rubicam of Montreal, which recently won the Rotisseries St.-Hubert business. BCP was the incumbent on the Rotisseries St.-Hubert account. Mike's Restaurants operates 125 outlets in Quebec. Previously known as a sandwich shop, the chain has expanded its menu to include such items as pizza and pasta. It is also looking into expanding across Canada.
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