CORBY APPOINTS HARROD AND MIRLIN
By Adnews Staff
Toronto-based Harrod and Mirlin has been chosen to handle advertising for Corby Distilleries Ltd., as of August 1. Corby of Montreal did a three month review that ended with a short list comprised of three agencies: Harrod and Mirlin, Anderson Advertising and Stringer Veroni Ketchum Advertising Inc., all of Toronto. The incumbent agency was BBDO Canada of Toronto. "The changing dynamics of the global spirits industry and the rapid changes taking place in the advertising environment necessitated that we review our agency requirements, heading towards the year 2000," Corby's spirits marketing director Chris Chan says in a release. Harrod and Mirlin won the account for "demonstrating their understanding of the brand requirements and developing the most progressive communications platform." The annual budget will be between $4 million and $5 million. The next campaign will begin in the fall. Corby's media placement will continue to be handled by Media Buying Services of Toronto. Corby produces a variety of domestic and imported spirits and wines such as Canadian Club, Wiser's DeLuxe, Beefeater, Kahlua and Moet & Chandon champagnes.