Hallmark turns to Messner

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Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, won afour-way competition to develop new strategic businesses for HallmarkCards, Kansas City, Mo., beyond the marketer's traditional card line.Messner Vetere wouldn't discuss details of its program, set to start infall, other than to say it will leverage the Hallmark name into newbusinesses. But it's believed that expanding into other gift areas, likefresh flowers, may be one possibility. Y&R Advertising, New York, andChicago shops DDB Worldwide and Hallmark agency of record Leo Burnett USAalso quietly competed for the assignment over the past year.

Copyright July 1999, Crain Communications Inc.

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