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Michigan Shop Wins Floral Chain

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BOSTON Northeast regional florist chain KaBloom has tapped Midwest shop Re:group to handle its advertising.

"In Re:group we have found a partner who has the experience and creativity to help us achieve our objectives," said Laurie Lee, director of marketing at Woburn, Mass.-based KaBloom.

The independent shop in Ann Arbor, Mich., won after a review, client and agency said. Other shops evaluated for the assignment included incumbent KPC Christopher Thomas and McCarthy Mambro Bertino, both in Boston, according to Lee.

The client had been searching for an agency with franchise experience to support its expansion plans, said Lee. Recent KaBloom campaigns have used the tagline, "The power of fresh flowers."

"We are fascinated with the KaBloom concept and our entire team looks forward to building the brand," said Janet Muhleman, president of Re:group, in a statement.

Ad spending had been nearly $1 million in 2000-01, but the chain has spent just $150,000 through the first half of 2003, according to Nielsen Monitor-Plus.