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Hallmark Consolidates at Burnett

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CHICAGO -- Hallmark consolidated its trade advertising and retail promotions account with Leo Burnett here after a review. The Chicago agency has handled Hallmark's $90 million consumer business for 12 years.

The trade and retail account, for which spending was not disclosed, had been at Valentine Radford in Kansas City, Mo. and involves creating support materials for mass retailers and trade advertising for the company's Gold Crown stores. Hallmark said it expected to save money by consolidating the business at Burnett.

Other contenders in the Kansas City cardmaker's review were hometown shops Barkley Evergreen & Partners and Bernstein-Rein, sources said.