Hallmaark ad drive sparks 4m hunt

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Greetings cards manufacturer Hallmark is believed to be planning a 4m advertising drive next year and is seeking a media-buying and ad agency to handle the account.

The move comes as the greetings card sector enters its peak period. The company is not thought to have a UK ad or media-buying agency.

The strategic changes in the UK follows aggressive marketing moves by Hallmark in the US, where it is also market leader.

Hallmark is changing the weighting of its distribution away from its own retail outlets in the US to win shelf space in supermarket and discount stores.

The US company denied last month that it was reviewing its $42m (28m) advertising account at Leo Burnett in Chicago.

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