SECOND CUP COFFEE SHOP AT JOHN AND KING STREET

Second Cup hires Vanda Provato as VP of marketing

The former Indigo exec has been tasked with revitalizing the brand through multichannel marketing initiatives
2e1186a

Vanda Provato, Second Cup’s new VP, marketing

JohnClintonSecond Cup has appointed Vanda Provato as its vice-president of marketing to help give the brand new life as it embarks on a “journey of transformation.”

Provato, who was most recently vice-president of marketing at Indigo Books & Music, has been charged with rejuvenating the Second Cup brand through “targeted, multichannel marketing campaigns… including social, affinity programs, public relations and community action.”

She will also play a significant role in redesigning the Second Cup store.

The Canadian specialty coffee retailer is taking steps to restore the brand to “a place of prominence and greater profitability.” As part of its revitalization strategy, the company recently appointed Strategic Objectives its public relations agency of record. The Toronto-based independent agency handled PR for Second Cup from 1992 to 2002, during its heyday.

Judy Lewis, co-founder and executive VP of Strategic Objectives, recently told Marketing that the agency “will speak to Canadians about the quality of the coffee experience that Second Cup offers and the uniqueness of their products.”

Earlier this year, former Second Cup owner and CEO Michael Bregman returned as chairman and his Tailwind Capital bought a 5% stake in the chain. Former Second Cup CEO Alton McEwan also recently joined the board.

Second Cup operates more than 350 stores across Canada.

Brands Articles

Mail-order munchies

How companies are fulfilling consumers' quest for convenience and snacks

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review