ENCORE ENCORE OUTFITTED IN CCM EQUIPMENT
By Adnews Staff
Toronto-based Encore Encore Strategic Marketing has been named advertising and promotional agency-of-record for CCM. CCM is a major hockey equipment brand of The Hockey Company, based in Westmount, Quebec. Encore won the account in a review with two additional unnamed agencies. The incumbent, Montreal-based Marketel, was invited to pitch for the business but did not participate. Marketel won the CCM account last fall. Len Rhodes, global brand manager at CCM, said the company decided to look at other agencies for new ideas and direction. Encore will be responsible for global TV, radio and print advertising, in-store and arena point of sale materials, and promotions for all CCM products. Rhodes said the first work from the agency, which will be seen in January, will include a television campaign and promotion work for some new product launches. Rounding out the brand's agency roster are Space Time Media Management of Chicago, which handle media buying, and Mastro Communications Inc. of Warren, New Jersey, which handles public relations for CCM.