Canada's hockey company appoints local, U.S. agencies

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MONTREAL--The Hockey Co., the world's largest manufacturer and distributor of ice and roller hockey equipment and apparel, has named three Montreal-based advertising agencies to handle creative and production for three of its six main brands. Media buying and public relations accounts have gone to U.S. shops.

No budgets were announced, but Marketel is getting the lion's share of the creative business, winning the CCM brand work. Saint-JacquesValle Young & Rubicam will handle the KOHO brand and Ryan & Deslauriers the JOFA brand.

Chicago-based Space/Time Media Management has won the media assignment, while Mastro Communications of Warren, N.J., gets the PR mandate.

While advertising will focus on CCM, KOHO and JOFA, The Hockey Co. also offers Titan, Canadien and Heaton brands. The company is the leading manufacturer and distributor of wood hockey stick and helmets worldwide. It's also the premier licensee of National Hockey League jerseys.

The company's goalie equipment and protective equipment are the predominant brands among professional players and goalies worldwide. The company is also the leading producer and marketer of hockey equipment in Scandinavia and Central Europe.

Copyright September 1999, Crain Communications Inc.

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