campaign wins

Robins Sharpe of Toronto has won the $1.5-million National Trust account and Connie Tinney, assistant vice-president, marketing services, says the agency was chosen because of its non-traditional way of looking at advertising.National Trust, which has more than 185 branches across Canada,...

Robins Sharpe of Toronto has won the $1.5-million National Trust account and Connie Tinney, assistant vice-president, marketing services, says the agency was chosen because of its non-traditional way of looking at advertising.

National Trust, which has more than 185 branches across Canada, is moving toward a more targetted regional approach to its marketing, and in-branch advertising, direct marketing and promotions are major components of those plans.

Some radio will be used for product advertising that launches next month.

The incumbent agency of one year, Ambrose Carr Linton Kelly, did not take part in the review that was narrowed to a short-list of three Toronto agencies.

è Marketel of Montreal is the lucky agency chosen by Loto-Quebec for its new $1.5-million North American account for Casino de Montreal, the first permanent casino in Quebec.

The contract is for a two-year term.

Also in the running were BCP Strategy-Creativity and Cossette Communication-Marketing.

Loto-Quebec inked a four-year deal for signage during the Montreal Grand Prix to bring international attention to the new casino.

Casino de Montreal opens this October at the site of the Expo 67 French Pavilion.

è The Crowntek Business Centres, a $300-million computer and accessories reseller based in Mississauga, Ont., has hired Hamilton-based Superior Graphic Communications to handle its multi-million ad account.

Superior also has an office in Mississauga.

Crowntek was looking for an agency with knowledge of its business and with strong abilities in the areas of strategic planning and corporate image advertising.

Also on the short-list were Access Advertising and Cundari Group of Toronto and The Cohen Group of Richmond Hill, Ont.

è Monroe Auto Equipment Co. of Canada picked Griffin Bacal Volny of Toronto to handle its advertising, marketing and pr assignment valued at more than $1 million.

Agency and client are working toward a spring 1994 unveiling of new trade and consumer advertising.

This year, Monroe’s print schedule has included trade magazines and dealer co-op advertising with consumer broadcast on Telemedia radio baseball network and on tsn.

gbv’s other automotive accounts include Yokohama Tire (Canada), NGK Spark Plugs, Wynn’s Canada and Lada Canada.

è Prism Communications has won the English-language creative and media buying business for Toronto-based Granada, which operates a chain of 42 corporate-owned rent-to-own home electronics stores across Canada.

Granada’s annual budget is tagged at several million dollars.

Prism’s Partnership Program, whereby the agency’s profit is tied to the client’s success, was key in the Toronto agency getting the business.

Incumbent agency Foote Cone Belding did not take part. The French-language portion of the account remains with Auger Babeux of Montreal.