ULTIMA SWITCHES AGENCIES
By Adnews Staff
Ultima Foods Inc. of Montreal has moved its Yoplait account over to Marketel of Montreal. The incumbent on the business is Allard Communication-Marketing of Montreal. The company decided to switch agencies because of a change in ownership at Allard, new product manager Lucie Remillard told Adnews yesterday. Marketel won the account without a review. The agency had made it to the short list when Ultima last reviewed the business two years ago. "Marketel was selected primarily because of their national brand marketing strength. It's one of the few agencies managing a significant national client base from Montreal and that was essential to us," Ultima marketing vice-president Sylvie Bourget says in a release. The Yoplait family includes the Minigo, Caresse, Yop and Safari brands.