TOP DRAWER OPENS BRANDING EFFORT
By Adnews Staff
Toronto-based creative agency Top Drawer Communications has launched a new branding initiative in an effort to bring recognition to its name. The agency was founded as a one-man operation in 1990 by Howard Chang, who worked mainly as a freelancer. In 1996 Chang began assembling a creative staff and set up shop in the Toronto area. The agency offers a range of integrated services. The agency pitches itself as having a philosophy that marketing should be about advancing issues of importance more than just about selling a product or service. Top Drawer's new ad campaign is intended to highlight the its success with existing clients while explaining the operation and philosophy of the agency. A series of print ads began running in late September and are scheduled to run until the end of October. One execution features white text on a black background and reads "Ever wonder which ad agency is behind Fitness Depot's phenomenal growth? Stop Wondering. Call Us." This is recalled in the following pages by an ad which reads "Every wonder which ad agency is behind Golf Town's total dominance of the Toronto golf market? Stop Wondering. Call Us...Top Drawer - The little agency that can." The print campaign will be followed with a direct mail push that will also highlight several of the agency's clients.