Hallmark Cards appoints Lucre

Hallmark Cards has brought in Leeds agency Lucre Communications as its first retained agency in nearly ten years.

The nationwide consumer brief involves bursts of activity to encourage people to send cards, boost the company’s profile and position the brand as ‘trusted’ and ‘high quality’, said agency associate director Adrian Johnson.

‘We will be using media relations, viral campaigns, stunts and third-party endorsement to target key female customers but also men,’ said Johnson.

The account becomes Lucre’s largest, with fees believed to be worth at least £100,000.

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