MACKINNON PICKS UP NORTH AMERICAN BUSINESS
By Adnews Staff
MacKinnon Calderwood Advertising of Mississauga, Ont. was recently handed the North American business for Diamond Products Inc. of Memphis, Tennessee. The agency won the business without a competition. MacKinnon has worked with Diamond's Canadian operations vice-president Greg Brioux when he worked with another company. Brioux recommended MacKinnon to the U.S. head office. "We are in a very exciting launch phase for Diamond Finish in the Canadian market, and we wanted a marketing partner that was very strategic and had an insightful knowledge of the Canadian equine industry," Brioux says in a release. MacKinnon's first order of business for Diamond will be to promote the company's equine feed formula called Diamond Finish. It has been available in the U.S. for about two years. The Canadian launch of the product is imminent. It will be promoted using vertical equine publications. Diamond Finish is derived from stabilized rice bran with calcium carbonate. Diamond Products says this results in better conditioning, easier weight maintenance and improved fitness in horses. In the future, MacKinnon will also launch North American ad campaigns for Diamond's two other line of products for exotic wildlife.