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The Yankee Candle Co. has chosen Holland Mark for advertising chores.
The specialty retailer in Whatley, Mass., which had previously handled ad chores in-house, chose the Boston-based independent shop over the Donovan Group of Watertown, Mass., in the final round of a review. The initial budget will be $5 million but is expected to rise next year as Yankee Candle looks to forge a strong brand image nationwide.
The company, founded in 1969 and known for its high-end scented candles and related gift items, had never undertaken a concerted image-building campaign.
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