Toys “R” Us invites Zig over to play

Toys “R” Us wants to play house with it’s new agency of record, Zig, a shop that’s determined to make sure the chain’s in-store communication matches its mass market advertising. Following a review of four agencies, including incumbent Quiller & Blake Advertising, Toys “R” Us chose the Toronto and Chicago-based Zig in July to oversee […]

Toys “R” Us wants to play house with it’s new agency of record, Zig, a shop that’s determined to make sure the chain’s in-store communication matches its mass market advertising.

Following a review of four agencies, including incumbent Quiller & Blake Advertising, Toys “R” Us chose the Toronto and Chicago-based Zig in July to oversee marketing for its main brand and the offshoot Babies “R” Us name.

“They’ve got some terrific retail experience and insight with their work with Ikea and Best Buy. They have a lot of credentials,” said Liz MacDonald, vice-president, marketing and store planning for Toys “R” Us.

Since winning the account, Zig has created some radio advertising, but is focusing on larger-scale brand marketing for 2010. Its key insight is that toys are tools for imagination.

Its relationship with the client has also expanded beyond mass market advertising to include internal and in-store branding. MacDonald says Zig is examining the store’s themed sections, or “worlds,” to maximize consumers’ brand experience.

“We’re looking at the entire store, all departments, making sure the brand positioning we’ve developed comes to life throughout the store,” said Christian Mathieu, Zig’s managing director. “We need to live it at store level, not just in our communications.”

“You’re not going to see Toys “R” Us become a different entity,” MacDonald said, “but I think we’re going to get better than we’ve been.”

Brands Articles

Whole Foods exec: No tattoo shops planned for new chain yet

Company says partner vendors in small format chain will be diverse

Leon’s reinvents itself for generation Instagram

The retailer is re-upholstering its brand for millennial shoppers

Ads You Must See: Visions of the future

Two very different ideas of a future shaped by today's youth

Canada Beef brand refresh links farmers to good ethics

Refreshed logo, a new tagline and a video aim to connect with consumers

On The Move: Changes at Loopmedia, 6S, Climax Media

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

Facebook Canada opens new HQ’s doors to non-profits

Heart & Stroke and others share how they're using social in marketing

It’s hard to say ‘Goodbye’ in new Fallsview campaign

First of four commercials planned for 2016 features a humorous twist on a familiar trope

Taco Bell hunts for a Snapchat host

The QSR is building its Snapchat presence with weekly fan-created stories

Frank & Oak takes its storytelling to new heights

Menswear retailer partners with Toronto photographer on its latest campaign