Beefier ads on the BIC menu for 1999
Article Abstract:
The Beef Information Centre (BIC) in Canada wants to hire a new ad agency by early Fall 1998 to take control of its C$3.1-million account. Although BIC is not preparing any new ads for the rest of 1998 while it outlines its 1999 plan, the agency review is the most recent move BIC has made to guarantee that it obtains maximum benefit from its advertising budget. BIC ended national TV coverage for its 1997-98 campaign, for the first time in its 16 years of advertising. Instead, it concentrated on six important markets, namely, Vancouver, Calgary, Toronto, Ottawa, Montreal and Kitchener-London.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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Wild, wacky and kool
Article Abstract:
Kraft Canada's massive outdoor advertising launched in summer 1998, to promote its Kool-Aid brand was very successful. The campaign, dubbed 'Face' was created by ad agency Young and Rubicam Inc and featured the Kool-Aid face set against various outdoor backgrounds, with a simple tag line 'Be Kool.' The Face campaign also included give aways such as T- shirts, water bottles and other items that featured the Kool-Aid face.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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Rogers aims for unified brand image
Article Abstract:
Rogers Communications Inc of Toronto, Ontario, wants its marketing strategy to focus on its single brand in response to the the ever- increasing convergence in the communications industry. The company has also pruned down its number of creative agencies from five to one, which is MacLaren McCann. Media buying will be handled by The Media Company of Toronto.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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