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Striving to define its niche in the increasingly competitive casual dining marketplace, Friendly Ice Cream Corp. has awarded its advertising account to GMO/Hill, Holliday without a formal review.

The San Francisco unit of Hill, Holliday, Connors, Cosmopulos in Boston was chosen by the restaurant chain mainly be-cause of a past relationship between Friendly president and chief operating officer John Cutter and Goldberg Moser O’Neill, agency and client officials agreed.

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