CORBY CONSOLIDATES PROMO AGENCIES
By Adnews Staff
Corby Distilleries Limited of Montreal trimmed back its roster of promotional agencies this week. As of Nov. 1, Jack Gutman and Associates of Montreal and M. & P. G. Mosaic of Toronto will handle all of Corby's retail in-store and licensee promotions. The $4 to 5 million account was previously split between five agencies including Jack Gutman and M. & P. G. The other incumbents included D & B Design of Montreal, Glavin & Associates Ltd. of Toronto and Pierre Filion Inc. of Montreal. All five incumbents and four other agencies were involved in the review. Corby spirits vice-president Chris Chan told Adnews that Corby pared back the number of agencies because working with five was inefficient for Corby's marketing group. He said the new arrangement will be more cost-effective and offers Corby a better opportunity to build a strategic partnership. Stratcom International of Montreal will continue to handle promotional activities involving sponsorships or event marketing, while the Montreal office of FCB Direct will deal with Corby's relationship marketing initiatives. Corby's advertising is done by Harrod & Mirlin Ltd. of Toronto, while Media Buying Services of Toronto does the distiller's media buys.