Mazda Win Spurs W.B. Doner To Expand Its Canadian Operations

W.B. Doner & Co. is taking steps to significantly expand its Canadian operations in response to the needs of its new client, Mazda North American Operations.
The agency, headquartered in Southfield, Mich., plans to open an office in Vancouver in the first quarter of 1998, said Alan Kalter, Doner’s chief executive officer. Existing offices in Toronto and Montreal will be expanded, he said. Staff will be added in account services and the creative and media departments.
In conjunction with the expansion, the agency’s Canadian operations have been renamed Doner Canada, from Doner Schur Peppler. Additionally, Adrian Taylor has been named president of the operations, replacing Dan Peppler, formerly chief executive officer of Doner Schur Peppler, who has resigned to pursue other interests, Kalter said.
Taylor will be based in the Toronto office, where he currently serves as managing director. He joined Doner in 1992 from J. Walter Thompson, Toronto, where he was director of business development. While at JWT, he worked on the Pepsi-Cola account, including overseeing Pepsi-Cola International assignments. He also was responsible for strategic planning on several accounts, including Kodak and Federal Express.
Although Doner’s primary focus for the time being is its creative responsibilities for the $240 million Mazda account in the U.S. and Canada, the expansion puts the agency in a position to more aggressively pursue Canadian accounts, Kalter said. “It totally strengthens our Canadian operations,” he said. “I think there are a lot of opportunities in Canada. We’re now in a position to make the investment for growth.”
Currently, Doner has about 60 employees in Canada. The agency plans to hire about 15 new staffers by the end of this month for the two existing offices, Kalter said. The new Vancouver location–which will be primarily a field service office–will be staffed by three or four people, he said.
Doner’s current Canadian billings total $50 million (U.S.) from a client roster that includes Canadian Tire Corp., Purolator Courier, Hunt-Wesson, Hershey Canada and Fuji.