COSSETTE PICKS UP BORDEN
By Adnews Staff
Cossette Communication-Marketing's Toronto office was hired last week to handle advertising for Borden Catelli Canada of Toronto. Cossette won out over two other agencies because of its strategic and creative approaches and its commitment to build a partnership with the company, Borden marketing vice-president Jay Wright told Adnews this week. Wright said Borden has spent from $2 million to $5 million annually on advertising in the past. The company decided to hold a review in May when its creative agency, Campbell Mithun Esty, was folded into Bates Worldwide. With Cossette, Borden will be taking a new marketing approach. Media buying was previously handled by Harrison, Young, Pesonen & Newell of Toronto. Borden brands include Catelli pastas and sauces, Lancia pasta, Bravo spaghetti sauce, Classico spaghetti, Realemon and Eagle Brand condensed milk.