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

Activia brand positioning shifts from function to emotion

Canadian rollout relies heavily on digital to court millennial women

Snapchat drops the ‘chat’

Company also introduces new 'Spectacles' product

An agency exec makes the case for artists in the boardroom

Ron Tite offers CMOs a perfect roadmap for organizational creativity

Canadian CMOs open up about their 2017 priorities

Execs from Rogers, the AGO, Canadian Olympic Committee share the MES stage

Air Canada surprises Americans with 48 hours in Toronto

The brand's latest campaign aims to make Toronto a desirable layover stop

The sky’s the limit for storytelling at Mondelez

A sneak peak from Marketing Live about content so good it makes money

Eataly set to take a bite out of the Canadian market

First location will open in Toronto's Yorkville neighbourhood in early 2017

The inevitable winner in the emotional vs. rational ad debate

Why sticking to the facts is not enough when lies are everywhere