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FCB Canada resigns Mazda business

Published on .

TORONTO -- FCB Canada, based in Toronto, has had to give up its largest account after agency mergings that left it unable to keep the Canadian Mazda business, worth $15m. FCB in the U.S. had already resigned the $250m North American Mazda business after its parent company, True North Communications of Chicago, bought Bozell Worldwide. Bozell handles a portion of the U.S. Chrysler account. But it was thought the Canadian portion might be protected since there were no direct conflicts in Canada in accounts between FCB and Bozell and both are operating as separate companies. However, Mazda decided the U.S. conflict was enough and has decided to put the Canadian business up for grabs. Earlier this week Mazda awarded the U.S. account to W.B. Doner & Co. of Southfield, Michigan.

Copyright October 1997, Crain Communications Inc.

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