VIDEOTRON CHANGES AGENCY IN WAKE OF COMPETITION
By Adnews Staff
In a bid to fight off competition in the cable and satellite TV industries, Videotron Communications of Edmonton is using a new agency. The cable company recently hired Glennie Stamnes Strategy of Vancouver after a competition with four other agencies. The other short listed agencies were Highwood Communications of Calgary, as well as Lanyon Philips and Wasserman & Partners, both of Vancouver, and Grey Advertising's Vancouver office. The incumbent on the account is Parallel Strategies of Calgary. Videotron decided to hire a new agency because it is facing competition for the first time, marketing project manager Jodi Green told Adnews yesterday. Canadian satellite companies are beginning to launch their services and phone companies have been given the OK to test cable services. In addition, the company has launched new services such as Internet access through cable modems. Videotron wants to change its marketing strategy from one that focused on customer service. The new plans are still under development. The company also plans to double its ad spend from $500,000 to over $1 million. Videotron services West Edmonton and 26 Alberta towns.