CANADA GAMES LOOKING TO PLAY WITH NEW AGENCY
By Adnews Staff
Canada Games Company Ltd. is parting ways with Toronto-based Publicis*BCP at the end of the month, and the company will be looking for a new agency. The company said in a release that it terminated its three-year relationship with Publicis*BCP, because their "creative paths are divergent." Publicis*BCP president Geoff Arnoldi told Adnews the two parties reached a mutual understanding that it would be best for them to end their relationship. "It was not a negative situation," he said. Canada Games sales and marketing vice-president Kenny Albert told Adnews he wanted to have more control over the company's advertising and Publicis*BCP wanted the company to take a more hands-off approach. Canada Games will be looking for a new agency from May to July. The budget for the account is up to $5 million. Concord, Ont.-based Canada Games is one of the largest toy and game manufacturers in Canada. Its products include Creepy Crawlers, Pog, Laser Challenge and Balderdash.