YIELD SLIPS IN UNDER THE RADAR
By Adnews Staff
Toronto-based advertising agency The Image Group has slipped in under the radar and relaunched as Yield Integrated Communications & Advertising. To promote the new identity for The Image Group now known as Yield, a teaser campaign broke the beginning of September positioning the relaunch of the agency as a worldwide takeover. The teaser campaign ran for four weeks and featured five print ads and an advertorial in Marketing Magazine. The ads focused on the theme "relationships that yield" and featured pairs of ducks, walruses and grasshoppers in potentially "romantic" settings. The agency also developed a series of postcards that corresponded to each ad and distributed them to clients, media and potential new business contacts. The campaign concluded with the advertorial, which was titled "Yield Worldwide Multi-Million Dollar Acquisition-Bringing A New Approach to Canadian Advertising." The advertorial discussed the "takeover", introduced the fictious Yield CEO Catherine Bond and described the agency's philosophy of eliminating account team "decoys" and focusing on "under the radar' advertising programs. Bill Campbell, managing partner of Yield, explained "under the radar" refers to advertising using alternative media such as Internet, direct mail and promotional/loyalty programs. Yield was founded in 1989 by Campbell and partner, creative director Brad Usherwood. Current clients include: Cadillac Fairview, Zurich Canada, Manulife Financial, Kwik Kopy Printing, Erin Mills Town Centre, Crime Stoppers, Woodbine Centre, Ontario Hydro and The Body Shop.