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    Bi-Lo Names Agency of Record

    MAULDIN, S.C. -- Regional chain Bi-Lo here said yesterday it has selected Erwin-Penland, South Carolina's largest marketing and communications firm, as its agency of record. Billings were not disclosed.

    MAULDIN, S.C. -- Regional chain Bi-Lo here said yesterday it has selected Erwin-Penland, South Carolina's largest marketing and communications firm, as its agency of record. Billings were not disclosed.

    The Greenville, S.C.-based firm, which is part of Interpublic Group’s Hill, Holliday, Connors, Cosmopulos, earned the assignment after handling a special project to develop the brand identity for the new Super Bi-Lo store concept, according to the retailer. Upon completing the project, which included a new logo, tagline and a variety of communication elements, the agency was asked to serve as agency of record for the entire chain.

    EP’s work on behalf of Bi-Lo will include print and broadcast creative development, media planning and buying, Web site development, and online marketing initiatives, as well as in-store merchandising and other creative assignments.

    Bi-Lo operates 227 supermarkets in South Carolina, North Carolina, Georgia, and Tennessee.

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