PETRO-CANADA SELECTS COSSETTE TO DRIVE ADVERTISING
By Adnews Staff
Calgary-based Petro-Canada has selected Cossette Communication-Marketing of Toronto to fuel the company's English brand advertising needs. Cossette's appointment becomes effective April 1, 1997. Other agencies shortlisted for the account were Vickers & Benson, Leo Burnett Company Ltd. and TBWA Chiat/Day, all of Toronto. Roche Macaulay & Partners Advertising Inc., the incumbent, had also been invited to compete for the account, but declined. The Toronto-based shop said in December that it did not believe it could show Petro-Canada anything more than it already had in its past advertising efforts. TBWA Chiat/Day will continue to handle Petro-Canada's Petro-Points customer loyalty program and direct marketing. The agency has also been tapped for "additional special projects work." PNMD Communications Inc. of Montreal will remain in charge of handling French creative. David Cairns And Company of Toronto handles Petro-Canada's media buying. According to ACNielsen of Markham, Ont., Petro-Canada spent $4.5 million on advertising last year. Separately, Petro-Canada kicked off a campaign this week for its Pump 'N Win Sweepstakes. The 13-week promotion gives Petro-Points members a shot at winning one of 10 Nissan Quest XE minivans and prizes of 1,000 Petro-Points. English TV, English and French radio and on-site signs created by TBWA Chiat/Day support the promotion.