ZELLERS APPOINTS NEW PR AGENCY, BREAKS NEW AD EFFORT
By Adnews Staff
Zellers Inc. of Brampton, ON has appointed Harbinger Communications its new public relations agency. Toronto-based Harbinger was one of five agencies that had been invited to pitch for the retailer's account. Also invited was Thornley Fallis, Strategic Objectives, Trillium and incumbent Buzz Marketing & Public Relations. In other Zellers news, the retailer recently broke a repositioning campaign from advertising agency Ogilvy & Mather of Toronto. Television and radio executions are promoting product features such as style, quality and price. Customers are seen marveling over fashions they've found at Zellers while asking "How did they do it?" The answer is found as each ad transitions into a dream sequence. The new tagline is "Great Style. Great Prices." Advertising is scheduled to run throughout the spring with new executions to follow.