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

Future Flash: How Domino’s became an innovation company

The restaurant chain's AOR reveals its eight-step approach to creative thinking

On The Move: New hires at National, Narrative, Cue

A weekly update of who's headed where in Canadian marketing and communications

Marketers can now do the math on what agency work is worth

Ad Cost Checker offers database to benchmark fees

Sleeman plots a cross-country tour in support of new brew

The brewer's searching for two brand ambassadors for a cross-country train trip

CPAX reveals top 10 buyers and brands

Transparency bid reveals Canada's big programmatic spenders

NKPR wins MEC and Links of London

Real wins will involve media relations, influencer marketing and store openings

TribalScale chooses Carlaw to promote IoT expertise

Fast-growing startup wants to draw attention to local innovation

EMC Corp. teams with Environics Communications

The cloud-based storage provider finalizes its pick after pitch process

The marketing blend behind Steeped Tea’s brand success

Tonia Jahshan left an agency but went on to create a loose-leaf empire