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Within a year of landing at a West Coast shop, Friendly Ice Cream has moved its $20 million account to Laughlin/Constable.
The Wilbraham, Mass.-based chain of about 600 restaurants chose the Chicago shop after a review that included the incumbent; GMO/Hill, Holliday; and Rotter-Kantor, New York.
GMO/Hill, Holliday, the San Francisco unit of Hill, Holliday, Connors, Cosmopulos in Boston, picked up the business last August based on a past relationship between Friendly president and COO John Cutter and Goldberg Moser O’Neill, GMO’s predecessor shop.
Relationships also played a role in L/C’s win.
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