Granada cuts A-O-R to project basis only

Granada Communications has severed its year-old agency-of-record relationship with Prism Communications, but will continue using the Toronto agency on a project basis.Dominic Gazzellone, director, marketing and merchandising with Granada, says that under its new structure, the company will advertise only during...

Granada Communications has severed its year-old agency-of-record relationship with Prism Communications, but will continue using the Toronto agency on a project basis.

Dominic Gazzellone, director, marketing and merchandising with Granada, says that under its new structure, the company will advertise only during peak tv and vcr rental periods such as Christmas or major sporting events.

Last month, Etobicoke, Ont.-based Granada closed 24 of its 43 stores and entered yet-to-be-finalized agreements to sell off the balance.

Future Shop has agreed to buy six outlets, while Rent-A-Centre Canada, which is owned by u.k.-based Thron EMI, has agreed to buy 13 outlets.

Gazzellone says Granada will service existing and future customers through its three customer service centres located in Vancouver, Toronto and Montreal. PA