ZELLERS PICKS LEO BURNETT, RIDDOCHDICKINSON
By Adnews Staff
Zellers, based in Brampton, ON, has hired two Toronto agencies to handle its advertising: Riddochdickinson and Leo Burnett. The retailer began a review in mid-October that also included Garneau Wurstlin Philp Brand Engineering, Goodgoll Curtis and J. Walter Thompson. Zellers' incumbent agency was Ogilvy & Mather. Riddochdickinson has been given a short-term project, part of which is to create a strategic blueprint for Zellers. Leo Burnett, which has been named Zellers' creative agency of record, will "audit" this process. The first product of this collaboration will be the chain's spring campaign. "Both of these agencies presented work that connected with our vision, and in combination we believe will find the right communication formula," said Zellers' senior vice-president of marketing David Strickland. "This relationship will break new ground in partnership development to create a completely integrated, seamless advertising campaign that's right for the company." Public relations for Zellers are handled by Harbinger Communications.