Account Action

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.

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.