TRUST COMPANY NEEDS AD AGENCY
By Adnews Staff
Toronto-based National Trust is looking for an ad agency, public and corporate affairs vice-president Susan Carter told Adnews this week. The trust firm spent nearly $500,000 on advertising last year, according to ACNielsen estimates. Currently the company uses agencies on a project basis. However, a single full-time agency could get to know the company's entire business and provide consistent advertising, explained Carter. The company will have a short list at the end of August. Earlier this month National Trust hired Edelman Public Relations of Toronto. Edelman had previously done projects for the company. The PR shop won the business in a competition with two other firms because of the strategic thinking of its people and their depth of knowledge in a variety of areas, said Carter. National Trust has been using several PR shops for its various departments but it decided to hire a single firm for the same reason it wants one ad agency - to provide consistency.