Magazines Canada retains Zulu Alpha Kilo
By Adnews Staff
Magazines Canada has hired Toronto-based Zulu Alpha Kilo to develop a new marketing initiative intended to promote Canada’s magazine industry to ad agencies and advertisers. The campaign will seek to convey that magazines are an integral part of the media mix for the advertising industry. "We were very impressed with their creative, on-the-ground approach," said Gary Garland, executive director of advertising services at Magazines Canada. "The way Zulu Alpha Kilo approaches solving problems is unique. Its recent Think art installation at Toronto’s Dundas Square is testament to that. The Canadian magazine industry is doing very well serving its readers and advertisers, but in this climate, we determined we needed a strong new promotional tactic to make that point." The initiative will begin in January 2009.