Future Shop Moves To Doner

Future Shop Ltd., the largest retailer of computers and consumer electronics products in Canada, has consolidated its $30 million U.S. and Canadian creative development and broadcast media buying account with W.B. Doner & Co., Southfield, Mich.
In December, after an extensive seven-month review that included Doner, the Burnaby, British Columbia-based retailer split the media account, with U.S. duties going to EvansGroup in Seattle and Canadian responsiblities given to Media Co. in Toronto, a partnership of MediaCom Worldwide and Media Buying Services Ltd.
Broadcast creative work was to be handled on a project basis, with Doner set to vie for that business. Doner launched its first work for the retailer last week in Canada with a 30-second spot for its National Home Appliance Sale.
The retailer was pleased with Doner and decided to move the rest of the account to the shop, said Doner chairman Alan Kalter. “We gave them a perspective on their customers and how their customers view their stores that was different from anybody else,” Kalter said.
Doner’s second TV spot breaks this Wednesday in the Pacific Northwest and Canada. Doner will also create radio spots for the retailer. Print creative duties remain in-house.