BRANDWORKS SCORES HEADLINE SPORTS ACCOUNT
By Adnews Staff
Toronto-based Brandworks International has been tapped to handle the $1 million account of TV station Headline Sports. Brandworks got the account last week, based on project work it handled beginning in January. The projects included a positioning proposal, working on the station's sales kits and some direct mail. Headline Sports had approached Brandworks for the project assignments based on a recommendation, Brandworks principle Lorne Kirshenbaum said. Although Headline Sports is scheduled to go to air in May, Kirshenbaum said the first consumer campaign probably wouldn't hit until September. Plans for the advertising launch are still in the preliminary stages, but Kirshenbaum speculated it will use a combination of traditional media and direct mail. Harrison, Young, Pesonen & Newell Inc. of Toronto will be handling media buying for Headline Sports. When it rolls out in May, Headline Sports will be available to the almost two million Canadians currently receiving the station's predecessor Sportscope. While Sportscope offers only still images to complement scoreboard updates, Headline Sports will include game video. Media Profile of Toronto handles Headline Sports' PR.