MACKINNON TO SUPPORT SHAMPOO
By Adnews Staff
Straight Arrow Canada has hired MacKinnon & Associates of Streetsville, Ont. to handle a brand awareness campaign for its Mane 'n Tail line of shampoos, hair conditioners and other personal care products. The campaign will get rolling in the short term with a series of 30-second radio spots, followed up with television and magazine advertising in 1998. The total media buy is estimated to be worth $800,000. MacKinnon got the account without a competition two weeks ago. "One of the reasons we decided to partner with MacKinnon was because they fully understand the disciplines of brand management and they will be an integral part of the Straight Arrow team," said Greg Brioux, Canadian country manager for Straight Arrow. Previously there was no Canada-specific advertising for Mane 'n Tail, only adapted U.S. creative.