Magazines Canada hires ad agency to pitch to ad agencies and advertisers

Magazines Canada has hired the ad firm Zulu Alpha Kilo to help promote magazines to agencies and advertisers, according to a story in Marketing magazine.

“The Canadian magazine industry is doing very well serving its readers and advertisers,” said Gary Garland, Magazines Canada executive director, advertising services. “But in this [economic] climate, we determined we needed a strong new promotional tactic to make that point.”

The campaign, about which there are no details yet, should roll out early in the new year

“It’s an interesting challenge,” said Zak Mroueh, Zulu’s founder. “We’re talking to advertisers and media people—a very cynical audience. You have to talk to them in a way that’s very intelligent and to-the-point, but unconventional as well. Consumers are a tough audience, but the industry is an even tougher audience.”