Starbucks Canada opts for local marketing

Published on .

TORONTO -- Starbucks Coffee Company of Seattle has struck out on its own with the appointment of two ad agencies to produce work specifically tailored to the Eastern and Western Canadian markets.

Until now, Starbucks has used creative from its agency of record in the U.S., Goodby, Silverstein & Partners of San Francisco.

New on the Starbucks account is Echo Advertising & Marketing Inc. of Toronto in the Eastern Canada region. Echo will handle local store marketing and advertising and consult on national strategy. Grey subsidiary GCI Group of Toronto has been hired to handle public relations.

For the Western Canada region, Grey Advertising of Vancouver has been picked to handle all advertising, marketing and public relations.

Copyright January 1998, Crain Communications Inc.

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