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Canadian Tire sends more work to Transcontinental

Montreal-based Transcontinental has reached an agreement with Canadian Tire to double the advertising services it provides to the retail chain. The agreement, described by the company as worth "several hundred million dollars," will go into effect in 2012 and last for four years. It will include national printing services for all Canadian Tire brands, as well as data analytics, distribution, electronic flyer production, direct marketing programs, and advertising campaigns in Transcontinental consumer magazines, newspapers and websites. "Our marketing needs are changing because consumer behaviours are evolving," said Stephen Wetmore, president and CEO of Canadian Tire. "Transcontinental's consolidated marketing offering is an excellent fit with our new 'one company one customer' business strategy and will help us reach Canadians more effectively, wherever they are, on the media they want."

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