START-UP AGENCY GETS FAIRWEATHER ACCOUNT
By Adnews Staff
The Fairweather women's clothing chain is going to start making noise in the marketplace again. After lying dormant for some time, the retailer is now planning to launch an advertising and promotional campaign for 1996 that will use a variety of media. Leading the charge is Sparkplug Marketing & Communications, a young Toronto agency that was hired by Fairweather this week. Fairweather marketing vice-president Bonnie Sachori said the 73-store chain is going to beef up its media spending and start off by testing its new campaign in a limited number of markets. She told Adnews yesterday that Sparkplug was chosen over two other Toronto agencies because agency chief Gayle Akler showed "incredibly strong strategic thinking" and her creative approach "was very fresh. It was very different from anything we'd seen in the market." Sparklug was started in January by Akler after leaving her job as client services director and senior vice-president at MacLaren: Lintas. Toronto-based Padulo Integrated was previously Fairweather's agency. Padulo president Rick Padulo said he resigned from the account in September because it "requires a smaller organization." His shop still handles advertising for Tip Top Tailors and Thriftys. Padulo survived a Tip Top review about a month ago. Fairweather, Thriftys and Tip Top are all owned by Dylex Ltd. The latter also owns BiWay which handles advertising in-house. Earlier this year Dylex was pulled from the brink of financial disaster. It emerged in May from court-ordered protection from creditors, after changing top management and closing 200 stores.