Toronto-based FCB/Ronalds-Reynolds is setting up a separate agency-of-record unit to handle Quebec media business for Nestle Enterprises.
The new Optimedia branch, fcb’s media buying division, which will operate as part of the media department of Montreal affiliate AugerBabeux FCB, opens Nov. 1.
Gelinas
Carol Ann Gelinas, AugerBabeux media director, will oversee the Montreal branch,with Optimedia Toronto continuing to co-ordinate brand and corporate campaigns.
The focus on Quebec is part of Nestle’s strategy to strengthen its presence in the province.
This is reflected in the recent change of responsibility for Quebec creative for Nestle’s Encore, Taster’s Choice, Nescafe and Cappucino coffee brands from McCann-Erickson of Toronto to Marketel/Foster/McCann-Erickson, Montreal.
The Quebec portion of Nestle’s coffee advertising is estimated at $3 million.
Rest of Canada
McCann-Erickson handles the coffee creative for the rest of Canada and fcb has the media buying assignment.
Nestle now works with Marketel directly, rather than through McCann-Erickson, to produce made-in-Quebec creative, rather than adaptations of English-language campaigns.
McCann-Erickson President Gunnar Wilmot says the change illustrates ‘Nestle’s commitment to a strategic emphasis and focus that goes above and beyond language’ as it actively pursues the brand-loyal Quebec market.
