Canadian National Institute for the Blind retains Cossette
By Adnews Staff
The Toronto-based Canadian National Institute for the Blind has retained Cossette Communication Group to handle its marketing communications. This is the first time in the 87-year history of the non-profit organization that it has used a full-service agency. Cossette's assignment will include corporate branding and design, direct response campaigns, public relations, advertising, interactive work, sponsorships and events. The highest priority is to alter the public view of the institute's brand. "Our services have kept pace with the changing needs of 90% of our clients who have some degree of vision, and yet the external perception of our brand image is that of an old and staid organization exclusively serving the blind," said CNIB president Jim Sanders. "Our challenge is to make people better understand what CNIB really does and to generate greater public awareness of vision care and vision health. Our goal is to have people think 'eyes' and everything connected to them whenever they see the CNIB brand."