BELAIRDIRECT GOES WITH TWO AGENCIES
By Adnews Staff
BELAIRdirect of Montreal handed its account to two agencies earlier this month. The car and home insurance company hired BBDO Response of Toronto and PNMD of Montreal after a review with fifteen agencies from Montreal and Toronto. BELAIRdirect decided to hire two agencies because it is focusing on two major markets, communications and marketing director Roger Sirard told Adnews yesterday. BELAIRdirect sells insurance in Ontario, Quebec and New Brunswick. The insurance business is different in each province and BELAIRdirect wanted an agency that knew the business in their respective areas, he said. BBDO will handle advertising for Ontario, while PNMD will focus on the Quebec and New Brunswick markets. The incumbent on the business is Blitz Direct of Montreal. BELAIRdirect decided to hold a review because Blitz is affiliated with Cossette Communication-Marketing of Montreal, which handles advertising for the Bank of Nova Scotia. The bank recently began selling home and auto insurance in Alberta. The next campaign for BELAIRdirect will be launched in March.