MAPLE LEAF GIVES MEAT TO SAATCHI
By Adnews Staff
Maple Leaf Meats of Mississauga, Ont. handed its account to Saatchi & Saatchi Advertising of Toronto earlier this month. The agency won the business after a competition with four other agencies: Taxi Advertising & Design, Campbell & Partners and Communicator Marketing, all of Toronto, as well as Palmer Jarvis DDB of Vancouver. "We were looking for a strategic and creative partner who was prepared to grow with us," marketing director and vice-president Brock Furlong says in a release. "We have . . . some exciting new products that will further enhance our market position. In that regard, Saatchi & Saatchi's track record of helping to build and maintain #1 brands was key to selecting them as our agency." The incumbent on the business was Harrod & Mirlin/FCB of Toronto. Maple Leaf decided to review the business because it decided to look at all of its "creative contractual relationships" in all of its divisions, Furlong told Adnews this week. Saatchi's first campaign for the company will be launched in January. Maple Leaf's other divisions are: Bread, Prime poultry and its Franchisee division. All of the units have selected their agencies.