Toronto Eaton Centre hires Maverick Public Relations
By Adnews Staff
Shopping mall the Toronto Eaton Centre has retained Maverick Public Relations as its agency of record. The Toronto-based agency won the account in a review conducted last month involving an unknown number of contenders. The assignment is to position the Eaton Centre as an urban destination and a centre for fashion and retailing in Canada. Maverick will provide support for the mall's marketing and promotional activities, along with national media relations and consumer events. The agency will also handle business-to-business communications initiatives for the centre's three office towers. "It was essential for us to choose an agency that understands the diversity and complexity of Toronto Eaton Centre's retail component and our three office buildings," said Catherine Melchior, senior marketing director of the centre. "Maverick demonstrated passion and enthusiasm for connecting with our consumer and business audiences while maintaining our local and national leadership position. In addition, their ability to broaden our relationships with media, the public and our tenants are critical success factors." The Toronto Eaton Centre is owned and managed by Cadillac Fairview.