Yield wins FPinfomart.ca account
By Adnews Staff
CanWest Interactive has hired Yield of Toronto to handle new advertising for the FPinfomart.ca brand. Yield won the account in a competitive review involving an unknown number of agencies. FPinfomart is an online information service that offers monitoring of approximately 275 media sources and research on 300,000 Canadian companies. "We wanted an agency that could provide a fully integrated advertising solution to reinforce our brand leadership," said Mario Alfano, senior vice-president of marketing and strategy at CanWest Interactive. "We believe that Yield's approach to branding and its exceptional creative abilities are a perfect match for our current product and for the launch of subsequent product enhancements."
In related news, CanWest has announced just such an extension to the brand called FPinfomart Mobile, which will deliver the service's information to wireless handheld devices such as two-way pagers and cell phones. Mobile access will also include video clips and a text-to-speech function to allow users to listen to incoming news. The service will initially be available to Rogers Wireless customers with BlackBerry handhelds of Audiovox SMT 5600 phones, but the company plans to expand the service to other cellular companies in the future.