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John St. wins The Bay account

Toronto-based Hudson's Bay Company has retained John St. of Toronto as the Canadian advertising agency of record for retail chain The Bay. John St. won the account in an agency review involving an unknown number of contenders. The assignment includes all seasonal campaigns for the banner in print, television and radio, beginning with a campaign that will begin this summer. According to HBC, hiring a new agency is part of the company's ongoing efforts to reposition the Bay brand. "We believe [John St.'s]  retail experience, coupled with high quality design and interactive work will help to move the dial on the Bay's image and help make it top of mind with Canadians who want stylish brands for their homes and closets," said Patrick Dickinson, general manager of HBC marketing.

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