Royal Canadian Mint hires four Young & Rubicam agencies
By Adnews Staff
Young & Rubicam Brands of Toronto has retained by the Royal Canadian Mint to develop marketing and communications programs for the next five years. Wunderman, Mediaedge.cia, Hill & Knowlton and Y&R Advertising will all participate in the assignment, which is to raise awareness and increase sales of the mint's circulation, numismatic and consumer gift products. The account is worth $10 million per year. The Young & Rubicam firms won the contract in a three-round competitive review involving an unknown number of contenders. According the company, Young & Rubicam was hired based partly on its experience in negotiating and developing Olympic programs. In addition, Wunderman and Mediaedge.cia have worked on the mint's circulation coin programs since 1999. Hill & Knowlton has worked on these programs since 2003. "The mint's plan for the next several years is multi-disciplinary and we needed a team that could handle every component of our communication needs," said Nancy Cogger, vice-president of marketing and sales at the Royal Canadian Mint. "We chose [these agencies] because of their passion, proven results and significant expertise with programs that integrate several communications disciplines, from mass advertising to public relations to direct mail." The Royal Canadian Mint is the Crown Corporation responsible for minting and distributing Canada's circulation coins.