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

Wake-Ups return after 65-year advertising slumber

A caffeine pill with broad consumer market ambitions

Pickle Barrel shows local food some love

Why the Ontario casual dining brand upped its focus on fresh ingredients

Tourisme Montreal apologizes in advance

The city's 375th birthday celebrations will likely wake the neighbours all year

Baton Rouge introduces revamped restaurant format

Ontario location the first to get new look of 18 planned through 2018

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach

Air Miles backtracks on points cancellation plan

LoyaltyOne says legislative 'uncertainty' drove decision

Ethnic retailing is moving from niche to mainstream

Canadian consumers are changing, but too few retailers are paying attention

Telling Canadian writers’ stories

The Juggernaut's series for the Writers Guild of Canada makes the case for our culture

Increased demand drives Grocery Gateway’s growth

Longo's CEO says online grocery shopping has 'come of age'