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Bakery Cafe Chain Taps Duval Guillaume

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BOSTON Le Pain Quotidien, a Belgian bakery cafe chain, has awarded its ad account to Publicis Groupe's Duval Guillaume in New York.

Duval Guillaume will provide advertising and marketing support for the brand, with an emphasis on new store openings, in-store activity, publicity, events and promotions. Efforts in traditional and nontraditional media will break in the fall. A new location in Washington, D.C., is set to open next month, with others rolling out soon in Canada and Australia.

Le Pain Quotidien (The Daily Bread), founded in Brussels, Belgium, 17 years ago by chef Alain Coumont, now has 80 locations in 11 countries, including stores in New York, Los Angeles, London and Paris.

"The company is charting a careful, responsible course of growth worldwide and we're glad to be there by its side," said Andre Duval, CEO of Duval Guillaume.

The work was assigned without a review, based on the strategic and creative reputation of the shop. There was no incumbent and the budget was not disclosed.

Duval Guillaume was founded 11 years ago in Belgium and also works for Coca-Cola, InBev/Stella Artois, Hyundai and Nikon, among others. It recently added an assignment for Murine, a maker of eye and ear care products.