CIBA TO DO MORE DIRECT MAIL
By Adnews Staff
The Crop Protection division of Ciba-Geigy Canada Ltd. plans to increase direct mail advertising, so it has hired a specialist to do the job. BCP Direct of Toronto won the assignment last month in a competition with two other Toronto shops. "We were very impressed with their disciplined approach, their creativity and their remarkable track record over the past year," communications manager Bozenna Malion says in a release. This is the first time Ciba-Geigy has had an agency specifically for direct mail. When Ciba-Geigy did limited direct mail in the past, the projects were handled by its main ad agency, Adculture Group of Milton, Ont. A new direct mail campaign is being launched in January. The Crop Protection division markets products such as herbicides and fungicides.