THRIFTY OPENS THE DOORS TO ITS ACCOUNT
By Adnews Staff
Thrifty Canada of Mississauga, Ont. has "mutually" parted ways with its agency, Promanad Communications of Toronto, and decided to use agencies on a project basis. "Promanad works very effectively with partners who require fully integrated marketing campaigns," sales and marketing vice-president Steve Bicknell says in a release. "At Thrifty, we feel our needs are best served with a more tactical, promotionally-oriented approach on a project-by-project basis." For the time being, the car rental company will manage its communication needs through existing suppliers and partners, as well as with internal resources. Over the last two years it has created both consumer and trade advertising campaigns. Promanad won the Thrifty business in 1995 after a competitive review.