Doner Brands Future

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Canadian electronics retailer Future Shop is launching its most aggressive brand-building effort to date with a TV and radio campaign from Doner.

The Burnaby, British Columbia, retailer previously has focused on sales promotion, said Kevin Weinman, executive vice president and account management director of Southfield, Mich.-based Doner. The new campaign aims to bring emotional depth to the Future Shop brand by demonstrating the “life-enhancing benefits” of the retailer’s products, he said.

The client spends about $25 million a year.

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