Canadian Tire goes to Media Buying

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[Montreal] Canadian Tire Corp., one of Canada's biggest suppliers of automotive, sports and leisure, and home products across Canada, moved its $28 million media-buying account to Media Buying Services, Toronto, from Doner, Toronto. Doner keeps the creative portion, using mainly creative work from Doner's Detroit office.

"The move was made because we wanted a dedicated focus on media," said a Canadian Tire spokesman.

The company operates more than 1,000 stores, gas stations and car washes in a network of businesses engaged in retail, financial services and petroleum.

Canadian Tire plans to double its 220 gas stations within three years as it partners with other companies such as Couche-Tard and Irving Oil to re-brand their stations as Canadian Tire.