JAMES RIVER CHANGING ITS WAYS
By Adnews Staff
James River Canada's commercial division is changing its marketing focus and hired an agency to help it. The company hired The Gaylord Group of Toronto last month in a competition with two other agencies. James River makes foam, paper and plastic plates, as well as plastic cutlery, under names such as Dixie, Styroweave, and Fiesta. It has been putting most of its efforts into manufacturing, but now wants to focus more on marketing, Gaylord account director Suzanne Ross told Adnews this week. Part of the reason for the change is that the company wants to consolidate all of its brands under the Dixie name. In the past, advertising was handled in-house or was taken from the James River's U.S. parent company.
« Back Next »
Comments
blog comments powered by Disqus