IGA GOES OUTSIDE FOR MEDIA HELP
By Adnews Staff
The Independent Grocers Association found media buying was becoming too big a job to handle itself, so it hired Stratégem of Montreal late last month to do the work. "Our media investments are increasing and getting more diversified," IGA marketing director Alain Champoux says in a release. According to Nielsen Marketing Research estimates, IGA spent just over $7 million on advertising in 1994. Marketel of Montreal handles the creative portion of IGA's account. Stratégem got the media business without a formal review although IGA did speak to other agencies. Stratégem was chosen because IGA "liked our ideas," agency spokesperson Sylvain Beauregard told Adnews this week. Also, the agency previously worked on some projects for IGA.