MAXXIUM CANADA HIRES APEX
By Adnews Staff
Vancouver-based Maxxium Canada has hired APEX Public Relations of Toronto to be agency of record for Absolut Vodka. Maxxium is the distributor of Absolut in Canada. Holly Wyatt, national marketing manager of the spirits division of Maxxium Canada, said the company invited three agencies to participate in a review, but would not identify them. The incumbent, The Courtney Group, was invited to participate. The Courtney Group will continue to handle the company's Plymouth Gin business. Apex will work with TBWA\Chiat\Day of Toronto, which handles advertising for the brand. Public relations activities will be developed to support advertising campaigns and new product launches. APEX's first project will be a new product launch at the end of February.