In its search for a new shop, Seiko Canada is briefing seven multinational Toronto-based agencies recommended by u.s. counterpart Seiko Corporation of America and its agency ac&r of New York.
The annual Canadian budget is less than $1 million.
Brian Wynn, Seiko Canada vice-president of sales, says a fully integrated multinational agency will ‘tie in better with our increasingly globalized needs.’
Because the search has been restricted to multinational agencies, incumbent Base Brown & Partners of Toronto is not taking part in the review.
Base Brown has handled Seiko’s Pulsar brand advertising since the mid-1980s, later picking up the Seiko, Lassale and Lorus brands.
Seiko is the only brand that has been actively advertised since late 1987.
Wynn says the company has been ‘very pleased with Base Brown’s contribution to our business in Canada over the past six years,’ and regrets comments reported in an earlier article that might ‘unfairly denigrate the fine reputation of Base Brown.’
Most creative used in Canada by Seiko comes from ac&r, and Wynn says there are no plans to change that responsibility yet.
He says the new Canadian agency needs strategic planning capabilities and an understanding of multinational companies, in addition to its responsibilities for adaption and placement of the u.s. advertising campaigns.
A decision is expected by the end of the year.
