INTUIT SWITCHES MEDIA AND AGENCIES
By Adnews Staff
Intuit Canada Ltd. of Edmonton has decided to use mainly radio advertising to promote its personal finance software. Previously, the company advertised mainly in newspaper and computer magazines but decided to switch media because it felt it could increase its reach and frequency more cost-efficiently, marketing manager Mark Ryski told Adnews yesterday. It will also allow Intuit to include promotions in the ads and let the company make changes to the ads quickly and easily. The radio ads will be created by RadioWorks Inc. of Toronto. The agency won the business in a competition with three other agencies, including incumbent, The Cohen Group of Toronto. RadioWorks' first campaign for Intuit began this week in major markets across Canada. Print advertising for Intuit will now be handled in-house in conjunction with a graphics design firm called Great Scott of Edmonton.. The company took this portion of the business in-house because it will be doing little print advertising and felt it wasn't necessary to hire an agency for it, Ryski said. Intuit's product line includes Quicken 98 Deluxe, Quicken Home and Business, QuickBooks and QuickTax.