AGF SWITCHES TO GREY
By Adnews Staff
AGF NAFTA Ltd. of Toronto handed its account earlier this month to Grey Direct of Toronto. The agency won the business in a competition with one of the two incumbents, Palmer Jarvis Communications of Vancouver. "Grey offered us the right combination of direct response, new interactive capabilities and senior staffing that our business requires," AGF marketing vice-president Martin Parizeau says in a release. A campaign will be launched early next year. The other incumbent on the business was Ogilvy & Mather Direct of Toronto. Both agencies had been with AGF since early this year. The company decided to hold a review because it felt PJA was a regional agency and it needed an agency with national capabilities, Parizeau told Adnews yesterday. AGF also felt it needed more integrated services than O&M could offer. AGF sells home and auto insurance using direct marketing. In Canada it operates under the Canadian Surety and Canada West Insurance banners.