New shop Bensimon sets sail with Eaton’s

Bensimon/Byrne will be opening its doors in Toronto on Jan.1 with the broadcast creative assignment for the T. Eaton Co., estimated at $11 million, as its first account.The assignment had been with Robins Sharpe Associates of Toronto for the past five...

Bensimon/Byrne will be opening its doors in Toronto on Jan.1 with the broadcast creative assignment for the T. Eaton Co., estimated at $11 million, as its first account.

The assignment had been with Robins Sharpe Associates of Toronto for the past five years.

The new shop will be headed by Peter Byrne, vice-president of Einstein Brothers, and Jack Bensimon, vice-president account director at Scali McCabe Sloves.

Last month, Robins Sharpe announced that Eaton was moving the assignment in-house under Darcia Joseph, vice-president, marketing, a former senior account executive with Miller Myers Bruce DallaCosta who joined Eaton last November.

Joseph says Robins Sharpe’s statement was its perception of the situation, but that going with Bensimon/Byrne was the plan all along.

She says Peter Byrne has been working on the Eaton business through Einstein Brothers since last spring and has had the most impact on the fall campaign.

Radio and tv placement will continue to be with Media Buying Services.

Eaton has handled print creative and placement in-house for several years.

The retailer’s annual spending is tagged at more than $46 million.