GJP Advertising hired by Toronto.com, LiveDeal.ca
GJP Advertising of Toronto has been appointed the marketing communications agency of Toronto.com and LiveDeal.ca. Toronto.com is a local search site, while LiveDeal.ca specializes in classified ads. The assignment includes “refreshing” the Toronto.com brand and extending the LiveDeal.ca brand nationally through a pair of multi-media advertising campaigns. GJP won the business in a competitive review involving an unknown number of firms. “GJP’s impressive track record for excellence and creative work made them a natural partner for Toronto.com and LiveDeal.ca,” said Lara Skripitsky, director of marketing for both sites. “They have a deep understanding of the online world and how to bridge the gap between traditional advertising and this space.” The Toronto.com campaign includes radio announcer tags as well as newspaper, transit, out-of-home and online ads using the tagline, “Be in the Know.” The LiveDeal.ca campaign consists of three print executions encouraging consumers to sell things they no longer want. Online ads are also being used. The ads use the tagline, “When you need to sell stuff.” MBS handled media planning and buying for both campaigns. Toronto.com is owned by Torstar, while LiveDeal.ca is a joint venture between Torstar and Gesca Digital.