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BtoB

VML tapped as agency of record for Hallmark Business Expressions

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Kansas City, Mo.—VML, a Young & Rubicam Brands agency and part of WPP Group, said Wednesday it has been named interactive marketing agency of record for Hallmark Business Expressions.

VML won the business in a formal agency review against four national agency competitors.

VML will handle all demand generation, digital marketing and media for Hallmark Business Expressions, the b-to-b subsidiary of Hallmark Cards. That will include strategic development, digital creative, online, search, media planning and buying, and data analytics.

VML has a history of project work for Hallmark, but this marks its first agency of record relationship with the company.

—Carol Krol

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