STARCOM ADDS OLD NAVY TO ROSTER, EXPANDS COCA-COLA BUSINESS
By Adnews Staff
Toronto-based Starcom Canada has been awarded the media buying business for San Francisco-based Old Navy. The agency was one of three invited to pitch for the assignment, which includes television and radio buying to support Old Navy's launch into the Canadian market this April. Specialty retailer Gap Inc. announced plans to expand its Old Navy brand north of the border in 1999. Its two additional brands, Gap and Banana Republic, are already in the Canadian market. Jonathan Finn, director of public relations and promotions for Old Navy, said the company will open 12 stores in the Greater Toronto Area in April. By the end of the year, that number will increase to between 15 and 20 throughout Ontario. The expansion of the brand into Canada is also the first expansion of Old Navy outside of the U.S. Currently there are 662 Old Navy stores throughout the U.S. Advertising for Old Navy is handled in-house. The three brands, Gap, Banana Republic and Old Navy, offer clothing, accessories and personal care products for men, women, children and babies.
In other Starcom news, the agency has expanded its relationship with Toronto-based Coca-Cola picking up Coke's radio and out-of-home media buying and planning responsibilities for English Canada. The agency already handled television and print planning and buying for Coca-Cola's brands in English Canada. The additional business was awarded to Starcom without a review. Previously Coca-Cola's radio and out-of-home buying was handled in-house. Cossette Communication-Marketing of Montreal, which previously handled Coca-Cola's television and print media planning and buying responsibilities for French Canada, has picked up the company's radio and out-of-home media planning and buying business for French Canada as well. Cossette was also awarded the additional business with a review.