MONDEX TAPS BOZELL FOR CARD LAUNCH
By Adnews Staff
Bozell Palmer Bonner emerged from a competition last week with Mondex Canada's $2.3-million account in its hands. The ad shop was chosen over two other Toronto agencies because "we felt Bozell provided us with the best well-rounded strategic plan," Heather Levy told Adnews this week. Levy is advertising and direct response manager at the Canadian Imperial Bank of Commerce, one of the Canadian marketers of the Mondex "stored-value" card. The other agencies in the final pitch were Saatchi & Saatchi Advertising and Harrod & Mirlin. The Mondex card contains an electronic chip which is loaded with a cash balance which diminishes when the cardholder makes a purchase. The card was developed by Mondex in Britain, where the company has its world headquarters. It will be tested in Guelph, Ont. in the second half of 1996 and rolled out worldwide in 1997. Besides CIBC, the Royal Bank of Canada and Bell Canada are also marketing the card. It is designed to be used in places such as fast-food restaurants, convenience stores and department stores, as well as in vending machines and even at hot dog stands.