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Dorel Rides to Cossette N.Y.

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NEW YORK Cossette here has added the consolidated Dorel ad business following a review. The shop had not previously been on the company's agency roster.

The Bethel, Conn., client retained Cossette to craft campaigns for all Dorel cycling and apparel brands, including Cannondale, Schwinn, GT and Mongoose bicycles and Sugoi clothing. Upcoming efforts will break around year's end and span broadcast, print, online and other channels.

All told, Dorel spent $3 million in domestic measured media advertising those brands in 2008, per Nielsen. International spending was not immediately available, but Dorel pegged the overall value of the work now moving to the shop at roughly $20 million.

The work had been spread across various agencies, and the consolidation represents an effort by Dorel to simplify ad creation across its portfolio. And cost was a factor, said Robert Baird, president of Dorel's recreational and leisure segment: "This decision will also maximize each marketing dollar across the globe."

Colle+McVoy was the runner-up in what Baird termed "an extremely difficult and close call. I wish we could have hired both agencies."

Dorel tallied 2008 revenue of $2.2 billion up 20 percent from the previous year.