Eatons ad creates high expectations

Article Abstract:

Department store, Eatons has chosen CTV Television Network Ltd's airing of the motion picture, 'Tomorrow Never Dies,' to launch its daring advertising campaign. The Eatons commercial completely dominated the film's advertising space, using up 24 of the 29 minutes available. In its longest version, the single ad ran full 4-1/2 minutes. The campaign, conceptualized by ad agency, Ammirati Puris, aims to depict Eatons as an authority in fashion, establish the department store as a unique shopping destination, and highlight its unexpected value.

Advertising, Department stores, Eatons

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Sears' marketing future uncertain

Article Abstract:

Richard Sorby has resigned as vice-president of marketing at Sears Canada. Sorby was one of the persons responsible for eatons' 'Aubergine' and Sears' 'Stick People' campaigns. He had been with Sears since 1997, and was deeply involved in relaunching the seven eatons stores acquired by Sears in 1999. Observers say that Sorby's departure would mark a change in the retail chain's overall strategy, with a more conventional approach to marketing.

Executive changes & profiles, Department Store Chains, Sears Canada Inc.

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