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Canadian Blood Services drops Arnold Worldwide

Canadian Blood Services of Ottawa and Arnold Worldwide of Toronto have parted ways. Canadian Blood Services is a national not-for-profit organization that manages the country's blood supply and bone marrow donor program. According to the organization, the change reflects the transition to the next phase in the development of its marketing and communications program. Canadian Blood Services retained Arnold in April 2004 to handle advertising, brand marketing, direct marketing, CRM and interactive marketing. "We've come a long way in the development of strategic marketing programs to achieve world class donor retention and frequency rates," said Steve Harding, the organization's executive director of marketing and communications. "We are very excited as we now move to the next phase of our balanced scorecard objectives, where we will focus on the recruitment of lifetime donors and building our brand in Canada." At press time, no details were available concerning the future agency plans of Canadian Blood Services.

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