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Posts Tagged ‘Darrell Hurst’

JWT Canada Conducts ‘Dark Experiment’ for Tim Hortons

In order to launch its new dark roast, Tim Hortons teamed up with JWT Canada to put the new blend to the test.

Using black-out material, the agency wrapped a L’Île-Perrot, Quebec store, blocking out any sort of natural light. Customers were then led to a service counter, where they taste-tested the new dark roast. After tasting the new blend, with their senses supposedly heightened by the darkness,  and voicing their opinions, the lights were turned on and customers were told about the new blend and their role in the experiment. The results were (of course) filmed for the above digital spot.

“When you have a great product, the best way to launch it is to prove tt,” explains Brent Choi, JWT Canada’s chief creative and integration officer, “so we found a way to put the new #TimsDark Roast to the ultimate taste test.” Stick around for credits after the jump. Read more

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Coors Now Really, Truly Leaves Draftfcb (Updated)

We had no idea there were remnants of the Coors account still lingering at Draftfcb since it was reported last summer that MillerCoors moved its entire account out of said agency and into the newly created, Chicago-based WPP entity called Cavalry. Yet, a memo we received that was sent from Draftfcb Canada president to staff yesterday evening says otherwise, though as you’ll see after the jump, the relationship between the brew brand and DFCB now truly appears to be over.

Along with the Coors biz now fully aligning with Cavalry (which sources familiar with the matter have confirmed), Mead’s note, which is essentially a recap of a Draftfcb Canada town hall meeting yesterday, mentions the departure of longtime VP/management director, Darrell Hurst as well other management mentions. We’re getting some further clarification and/or official comment on the matters at hand, but from talking to sources, Mead’s note appears to legit. Read verbatim after the jump (FYI, the “John” that Mead refers to in the memo is Draftfcb Canada COO, John Boniface).

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