HEADLINES: Popular remakes dowdy image
<p>Singapore's publicly-listed Popular Bookstore is refreshing its dowdy </p><p>textbook supplier image with an ad campaign and the opening of its </p><p>biggest outlet this month. </p><p><BR><BR> </p><p>On the advertising front, the company has replaced incumbent agency DNC </p><p>Worldwide with local shop Ad Grand on its annual Sdollars 1.8 million </p><p>account. </p><p><BR><BR> </p><p>The predominantly print campaign will break in the coming weeks and will </p><p>be supported by on-site activities for the opening of Popular's 25th </p><p>outlet. </p><p><BR><BR> </p><p>With a cafe and a range of new inventory, including bestsellers and </p><p>management-type books, Popular is seeking to challenge rivals, chiefly </p><p>Borders. </p><p><BR><BR> </p><p>"They used to be seen as a Chinese bookstore, but they now want to </p><p>target an English-speaking audience as well," said Ad Grand CEO Anthony </p><p>Kang. </p><p><BR><BR> </p>