DQ CHOOSES GREY
By Adnews Staff
Dairy Queen Canada of Burlington, Ont. has handed its $9 million account to Grey Canada of Toronto. The agency was chosen after a competition with The Gingko Group of Toronto. "Although the decision was a difficult one, we felt Grey was the best candidate because of their fresh approach and vision of the brand, and extensive experience with industry leading clients," national marketing manager Michael Gazer says in a release. The incumbent on the business was BBDO Canada of Toronto, which had the business for 25 years. The agency change will phase in over the next several months, with Grey taking over official responsibilities in January. The agency will focus on building awareness of Dairy Queen food items such as its Ultimate burger, various hot dogs and the chicken strip basket. Gazer told Adnews in an earlier interview that the ice cream chain decided to put its account up for grabs because "we have reviewed it from time to time on an informal basis and felt it was time to do a formal review."