FORZANI CHECKS OUT GENESIS MEDIA
By Adnews Staff
Calgary-based sporting goods retailer The Forzani Group has named Genesis Media the media agency for its flagship Sport Chek retail stores and new e-commerce venture Sportchek.ca. The Forzani Group hired Genesis after the agency approached Forzani for the interactive side of the Sport Chek business. Forzani had previously used HYPE for its radio buying in markets east of Saskatoon. Following Genesis' approach to the company, Forzani officials decided to go with one agency for the 81 Sport Chek retail stores and the online store. Genesis will work with Forzani's in-house media group, which until now has handled all print and radio buying in Western Canada, to develop promotional programs for Sport Chek. The agency will focus on markets east of Saskatoon. In addition to radio, the media buy for 2001 will include television and online.