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In an effort to reduce its costs, Walmart Canada has consolidated its marketing communications with JWT, Toronto and Montreal. The English side, Walmart had already moved its account from Publicis, which had held the account since 1999, to JWT Toronto last year. The company has now decided to do the same with its Quebec account, which has been managed by Allard Johnson, Montreal, since 1994, the year Walmart entered the Quebec market. The main advantage of the account move will be a reduction of costs, including media placement. It's understood that Walmart's 'Buy Québec program and its strategy of falling prices will continue. JWT Montreal also recently acquired the account of PharmaScience, a Montreal company specializing in generic pharmaceutical products.
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