CADILLAC FAIRVIEW SHOPS FOR ONE AGENCY
By Adnews Staff
Toronto-based Cadillac Fairview Corporation has begun looking for a single agency for what its calls its "family cluster" shopping malls. According to the company, based on shopper analysis conducted over the past two years, its shopping centres are now managed by a "cluster approach" which groups properties together based on 40 attributes of the market, the centre and the consumer. The family cluster includes eight centres in Manitoba and Ontario: Polo Park Winnipeg, Markville Markham, Lime Ridge Hamilton, Masonville Place London, Woodbine Centre Toronto, The Promenade Thornhill, Hillcrest Richmond Hill and Erin Mills Mississauga. Each mall is currently handled by a separate agency, said Patricia Brady, director of cluster marketing for Cadillac Fairview. Bids are due by January 24 with a final decision expected by April 6. The first work from the new agency would be for the 2001 back-to-school season, Brady said. The search is being conducted by Montreal-based Kriterium.