JRI HANDS IT ALL TO ONE AGENCY
By Adnews Staff
James Richardson International of Winnipeg has given its entire account to one agency. The company hired Marketing Communications of London, Ont. recently after a review that began with up to five agencies and ended after a shootout between Brown Communications of Winnipeg and Marketing Communications. Until now, JRI has used several agencies to promote its business, but decided to hire one agency because it wants to have one consistent message throughout all of its advertising. The four core components of JRI's business are grain marketing, seed, fertilizer and crop protection products. JRI has 130 branches in Western Canada. In Ontario, it operates under the Top Notch name.
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