Field narrows on Canstar business

Canstar Sports narrowed its search for a new creative agency to a short-list of three.Saatchi & Saatchi, Vickers & Benson Advertising and MacLaren:Lintas will give final pitches later this month.Canstar expects to make a final decision by Labor Day.Campaign House of...

Canstar Sports narrowed its search for a new creative agency to a short-list of three.

Saatchi & Saatchi, Vickers & Benson Advertising and MacLaren:Lintas will give final pitches later this month.

Canstar expects to make a final decision by Labor Day.

Campaign House of Toronto has handled creative for Canstar for more than six years. Media Buying Services will continue to handle placement.

One of the new agency’s first assignments will be with Eric Lindros, the 20-year-old Philadelphia Flyers hockey player Canstar has signed to endorse Bauer skates and sticks, and Cooper gloves, helmets, pants and pads.

Murray Souter, vice-president sales and marketing, says the company has had endorsement deals in the past with players such as Guy LaFleur, Darryl Sittler and Lanny MacDonald, but not with someone with Lindros’ potential.

Lindros is not the only new Canstar spokesperson.

His 17-year-old brother Brett, a centre with the Kingston Frontenacs of the Ontario Hockey League, has been signed as part of Canstar’s junior development program.

Brett Lindros will use the products and may also be involved in the advertising.

Canstar is based in Montreal and operates a Mississauga, Ont. sales and marketing office.