Dairy Queen Canada has chosen Grey Canada as aor for its $10 million account following a two-month review that also included The Gingko Group of Toronto on the shortlist.
The Media Company, a joint venture of MediaCom Worldwide, Grey’s global media buying network, and Media Buying Services of Toronto, will handle all media buying.
BBDO Canada, the incumbent of 25 years, declined to participate in the review but will work on the account until the end of the year when Grey takes over official responsibility on Jan. 1, 1999.
The choice of Grey reflects an alignment for Dairy Queen, which also uses Grey in the u.s.
Michael Gazer, national marketing manager for Dairy Queen Canada, says the Canadian agency will create Canadian-specific advertising and promotional materials but that most of the major campaigns will likely be generated by Grey U.S., the agency which recently introduced the company’s new theme, ‘Meet Me at DQ.’
