ROM EXCAVATES NEW AGENCY
By Adnews Staff
The Royal Ontario Museum in Toronto put the wraps on a three-month agency dig last week when it chose Bates Canada over four other short-listed competitors. The ROM says it chose the Toronto-based outfit chiefly because of its track record of successful repositionings that were memorable, enduring and effective, a ROM release says. The museum also felt that Bates had a firm grasp of its business issues and were impressed by the firm's strengths in strategic thinking and media planning. The account became open when the museum and its agency of five years, Toronto's Roche Macaulay & Partners, agreed to part ways. The four other agencies in the running for the $500,000 account were Stringer, Veroni Ketchum, Ranscombe & Co., MacPhee Jesson and SMW Advertising, all of Toronto. A new campaign will be launched next spring. An upcoming fall campaign hyping the ROM's bear exhibit was handled by Ranscombe & Co.