The $7 million Black’s Photo account has jumped the Saffer Advertising ship and moved to Padulo Advertising, Toronto, following a quiet review of about four agencies.
Black’s of Markham, Ont., has been with Toronto-based Saffer for 14 years.
Padulo president Rick Padulo is a former Saffer employee and he was part of the team that launched the ‘Black’s is Photography’ theme.
Padulo credits the success of the campaign with boosting his career.
Black’s is the latest in a succession of wins for Padulo.
Most recently, the agency was awarded the Bay Optical account, the Ontario Honda Dealers Association business and projects for Canadian Imperial Bank of Commerce and the Ontario Lottery Corporation.
In less than six months, billings have grown by $20 million and staff from 50 to 60.
To Saffer Advertising, the loss of Black’s translates to half of the business remaining with the agency, making annual billings less than $1 million. Early last month, Saffer filed for protection from its creditors under the Companies Creditors Arrangement Act to allow it to restructure and work out its financial problems. PS
