WOLF GROUP TO SHOP AT THE BAY
By Adnews Staff
Hudson's Bay Company, based in Toronto, has awarded its multi-million dollar Bay advertising account to Wolf Group. The Toronto-based agency won the account over shortlisted agencies MacLaren McCann, BBDO and Communiqué. The agency review was conducted through the Institute of Canadian Advertising. Previously the retailer had no agency-of-record but worked with Palmer Jarvis DDB and Padulo Integrated on a project basis, said Tony Scala, general manager of marketing for The Bay. Wolf Group will be responsible for The Bay's branding and advertising services. The exeception, he explained, will be the retailer's print advertising needs, which are handled by Fuel Advertising of Toronto. Scala said the first thing The Bay and Wolf Group will do is re-define the retailer's brand character and positioning, then work to "bring the brand to life." A national broadcast campaign, including television and radio advertising, is planned for the fall to run in conjunction with the back-to-school season.