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Reitmans hires Marketel for new Hybra line

Fashion retail chain Reitmans Canada has retained Marketel of Montreal as the agency of record for a new activewear brand and retail chain called Hybra. The account is being handled by the agency's MarketElle division. The clothing line will go on sale on Oct. 8, supported by a launch campaign beginning on Sept. 21. This will include a television commercial called "The Movement," which will focus on the fun and freedom that comes from moving. A website at <http://www.hybra.ca> will also launch on that day. Media work for the Hybra line is being handled by Touché OMD of Montreal.

"We selected MarketElle because of their profound understanding of women and how quickly they brought deep insights to the activewear category," said Jeannie Vondjidis-Miller, vice-president of marketing and visual presentation at Reitmans. "When their team presented their first ideas, we knew right away that they were the perfect fit for this brand."

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