Canadian Tire begins agency review
By Adnews Staff
Toronto-based Canadian Tire Retail has begun a review of its advertising agency of record. The assignment under consideration includes advertising planning, creative and production for television, radio and print. Media buying, promotion and production of the company's catalogues and flyers are not part of this account. The retailer's incumbent agency, Doner Canada, will participate in the review. Canadian Tire has also invited an unknown number of other firms to participate. "Canadian Tire Retail is one of Canada's largest advertisers," said Tracy Fellows, vice-president of consumer advertising and marketing at Canadian Tire Retail. "We have a history of creating innovative and memorable advertising that has differentiated Canadian Tire in the marketplace. While we are proud of both the tenure of our relationship with Doner Canada and the advertising we have collectively created, we believe it makes good business sense to review our agency of record relationship going forward as we do from time to time with various other service providers." The review, which is expected to be completed by the fall, is being conducted by Sark & Reynolds.