Integrated Multi-Media: Budget Over $1 Million



Client: TD Canada Trust, Toronto

Campaign: TD Canada Trust Brand Launch

Agency: FCB Toronto

Creative Director: Robin Heisey

Copywriters: Mary Secord and Geoffrey Bailey

Art Directors: Ed Lea, Gary Westgate and Karin Irving

Photographers/Illustrators: Eden Robbins and Rob Davidson

Directors (broadcast): Raymond Bark and Ron Baxter Smith

Agency Producer (broadcast): Pam Portsmouth

When TD Bank and Canada Trust completed their integration in August 2001, a new brand was born, but TD Canada Trust faced the challenge of conveying what that new brand stood for. TD Bank had a strong reputation for investment products, sales and services. Canada Trust, on the other hand, had a reputation for offering excellent customer service. Research confirmed that consumers were nervous the integration would mean a decline in Canada Trust’s customer service standards.

Targeting 10 million TD and Canada Trust customers, the campaign set out to launch a new brand that would have high consumer recall, retain customers and reassure them they would continue to receive superior service.

Research led to the brand promise: ‘TD Canada Trust offers a uniquely comfortable banking experience.’ A big, green comfortable-looking chair was chosen as the icon.

A ‘brand reference library’ briefcase, including a merchandising guide, video and brand primer, was sent to all branches, in order to help employees understand the brand positioning. A new Web site, designed to make banking, investing and financial research ‘comfortable’ for customers, was launched.

All communications, which included direct mail, outdoor, magazine, television, in-branch collateral, employee video and Web site, were integrated, spoke in one voice and made a consistent brand promise: to deliver ‘comfortable,’ excellent customer service.

In addition to retaining its joint customer base during and post integration, an internal survey conducted by the bank’s corporate and public affairs team suggests that 91% of employees understand the ‘comfortable banking’ message.


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by MacLaren McCann Relationship Marketing, Toronto