PUROLATOR REFOCUSES MARKETING
By Adnews Staff
Toronto-based Purolator Courier has split with its ad agency Lowe/SMS of Toronto. Purolator spent over $2.5 million on advertising in 1994, according to A.C. Nielsen. The company has combined its sales and marketing departments and is going to change its advertising strategy, marketing director Doug Appleby told Adnews yesterday. Purolator wants to move from highlighting its products to focusing on customer service. Bensimon/Byrne of Toronto will be working on the creative portion of the account on an interim basis while Purolator assesses its advertising plans. Purolator knows Bensimon/Byrne president Jack Bensimon from his days at Lowe/SMS, which was called Scali, McCabe, Sloves at the time. Purolator also needs an agency to handle media buying but is not holding an open review, said Appleby. More will be known in about three weeks. The changes at Purolator were made after marketing vice-president Carole Salomon left the company last October. Her job has been taken over by Maurice Levy, who will remain senior vice-president of new ventures and sales. Marketing director Appleby was recently promoted from the post of director of internal communications and direct marketing. John MacDonald, who previously directed advertising and research, is now head of advertising and direct marketing. Glenis Falbo has taken charge of research.