Canadian retailer reviews how to spend $15m

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TORONTO -- Consumer electronics retailer Future Shop of Burnaby, British Columbia, is talking with about 15 agencies in a review of how its $15m North American account should be handled in future. Four agencies are expected to be shortlisted by the end of July.

Just over a year ago, the $1bn chain split its broadcast media buying and creative services account between MacLaren McCann in Vancouver and McCann- Erickson in Seattle.

Among the agencies involved in the current round are Vancouver-based Palmer Jarvis Communications, BBDO Vancouver, W.B. Doner & Co. in Michigan, J. Walter Thompson Co. in Detroit and incumbent agency MacLaren McCann and its U.S. counterpart. MacLaren McCann Toronto will play a larger part in the pitch than on the previous occasion.

The review comes shortly after a management shuffle that installed company founder and chair Hassan Khosrowshahi as president and CEO of the retailer. The chain spends close to $60m in marketing, half of which is spent on print, which is handled in-house.

The balance is split among broadcast, community- based sponsorships, event marketing and promotions and point-of-purchase.

Copyright July 1997, Crain Communications Inc.

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