MERGER SPAWNS NEW AGENCY
By Adnews Staff
The merger of two firms specializing in shopping mall and retail advertising, Andrew & Cook and National Shopping Centre Promotions, has resulted in the formation of a new Toronto-based agency called Portfolio Advertising and Promotions Inc. The move was made in an effort to gain a greater share of the mall ad business than either company could have secured alone. "We've consolidated our areas of expertise to offer a total marketing package that's honed to the industry and covers all aspects of consumer communications from broadcast, direct mail and event marketing, to print production, media placement and e-commerce," said Leo Cook, president of Portfolio. David Abrams, Porfolio's executive vice-president, "Our retail clients want ads that move product while building store identification. Our shopping centre clients want full-scale campaigns that promote their tenants cooperatively; the goal being to generate increased traffic to the site and then channel it to the individual stores. The impetus for the new company is that we have the creative talent and experience to do both."