Zellers has chosen Leo Burnett and Riddochdickinson Communications, all of Toronto, to handle its $15-million account into 2002. Riddochdickinson will create Zellers’ strategic blueprint as part of a short-term project. Leo Burnett will audit this process as Zellers’ new creative agency of record starting with Zellers’ Spring 2002 campaign.

U.S.-based Pella Corporation has appointed Young & Rubicam of Toronto as its Canadian AOR for Pella Windows and Doors. The shop is responsible for both English and French language efforts. Y&R New York has the U.S. business.

Effem Foods of Bolton, Ont. has put its consumer promotions business into the hands of two Toronto shops, Capital C and Perennial, which jointly pitched the account against five other firms.

Toronto’s Bloor-Yorkville business district has hired The Metrick System of Toronto to handle all its marketing, creative and media needs.

The $5-million buying assignment for the Government of British Columbia has landed at Vancouver’s Genesis Media following a review of eight agencies which included incumbent Shepansky Media.