CERIDIAN CANADA BEGINS BRANDING CAMPAIGN
By Adnews Staff
Ceridian Canada Ltd. of Winnipeg has prepared a national branding campaign based on the tagline, "The freedom to succeed." Ceridian is a provider of payroll management and related services. The campaign, created by Hewson, Bridge and Smith of Ottawa, is intended to convey to businesspeople that "eliminating time-consuming administrative tasks frees people to use their creativity, explore new business ideas and to focus on what makes their business succeed," said Ceridian's vice-president of marketing and product development, Cande Dandele. The tagline will be added to both new and existing creative which will begin appearing this month in Canadian business magazines and major daily newspapers. The ads make use of imagery suggesting success, freedom, cost-savings and employee satisfaction. Direct mail, Web communications and collateral sales materials will also be part of the ongoing campaign. The campaign will be adapted for Quebec by Lacroix-Bleau of Montreal. Public relations for Ceridian are handled by Goodman Communications of Toronto.