Woodbine Centre hires The Collective
By Adnews Staff
Toronto shopping mall Woodbine Centre & Fantasy Fair has appointed The Collective of Toronto its advertising agency of record. The firm won the account in a review involving an unknown number of additional agencies. "The Collective completely understood how to combine our brand advertising with the promotion of our tactical events, while maintaining a consistent look and feel," said Peg Passarella, marketing director of Woodbine Centre. "Their approach is refreshing in that it reinforces what makes us unique, helping us to carve out a niche for ourselves in a very cluttered marketplace." The Collective will develop a marketing campaign for the mall consisting of advertising and promotions during key retailing periods. Advertising plans for the year include direct mail, newspaper, radio, theatre and television executions. The campaign is scheduled to begin this spring.