U.S. shops take over B&D creative here

Black & Decker has consolidated its advertising on a North American basis, assigning New York-based McCann-Erickson Worldwide media buying for its Household Products Group and Power Tools Division.McCann, Toronto will handle Canadian placement for both divisions.The u.s. creative agencies, McCann, U.S...

Black & Decker has consolidated its advertising on a North American basis, assigning New York-based McCann-Erickson Worldwide media buying for its Household Products Group and Power Tools Division.

McCann, Toronto will handle Canadian placement for both divisions.

The u.s. creative agencies, McCann, U.S Household Products, and Minneaspolis-based Fallon McElligott, Power Tools, will also handle Canadian creative.

In Canada, Household Products advertising had been with first Baker Lovick and then bbdo since 1955, while Leo Burnett has had the Power Tools business, previously with bbdo, for less than a year.

In recent years, the Canadian agencies have primarily handled media planning and buying, while adapting u.s. creative for the market. PS