BEAVER LUMBER TO GO NATIONAL WITH RADIO ADS
By Adnews Staff
Beaver Lumber of Markham, Ont. has decided to launch a national radio campaign next year and will make a decision on who will handle the creative portion of the campaign later this week. The company has two agencies short listed for the account, including Initiative Media of Toronto, which won the media portion of the business earlier this month. Initiative Media won the media business after a competition with three other agencies. "We selected Initiative Media on the basis of their extensive experience with broadcast buying for major companies. We were particularly impressed with their intimate knowledge of local market media opportunities across the country and their hands-on approach," marketing director Jack Baillie says in a release. Until now, each Beaver Lumber outlet would handle their own local radio advertising, but the retailer decided to launch a national radio campaign because its flyers and catalogues are national and "we wanted to make sure each area supports the overall program," Baillie told Adnews last week. Beaver Lumber is a building supply business with 143 outlets across the country.