FILA SWITCHES AGENCIES
By Adnews Staff
After streamlining its Canadian operations, U.S.-based FILA has hired a new agency. MacPhee Jesson of Toronto will now be handling Canadian advertising, media planning and buying as well as PR for the sports apparel company. "Our main reason for selecting MacPhee Jesson was their creative talent and thinking," FILA president Michael Giese says in a release. "The agency was able to demonstrate brash, out-of-the-box thinking that will deliver maximum impact in the market while carving out a unique, competitive position for the FILA brand." The incumbent on the $2 million business was Harrod & Mirlin/FCB of Toronto, while media planning and buying was done by TN Media of Toronto. FILA has streamlined with one central warehouse in Richmond Hill, Ont. that distributes directly to retail clients across Canada. In addition to its network of retail distributors, the company has also established stand alone FILA boutiques in Vancouver. FILA also has factory outlets in Quebec City and Montreal.