REEBOK CHOOSES ROCHE MACAULAY
By Adnews Staff
Reebok Canada has decided to run with Roche Macaulay & Partners Advertising of Toronto. The agency won the business recently after a competition with one other agency. "The decision went in Roche Macaulay's favor for several reasons: "They thought out-of-the-box. They showed us a very disciplined strategic process that gave us a tremendous level of confidence. And they showed us the level of creative thinking that caused us to consider them in the first place," marketing director Ron Kerr says in a release. David Cairns & Co. of Toronto, which pitched with Roche, will handle the media buying assignment. The incumbent on the business is Leo Burnett Co. of Toronto. The agency primarily localized U.S. creative and handled Canadian media buying. In the U.S., Reebok handed its global media account to Grey Advertising of New York. The agency won the business earlier this fall after a competition with D'Arcy, Masius, Benton & Bowles of New York. Heater Advertising of Boston is the lead creative agency for Reebok in the U.S. Leo Burnett Co. of Chicago is the incumbent agency on the U.S. business. According to Media Measurement Services, Reebok spent $1.9 million on Canadian advertising last year.