March 24, 2004

Toronto-based Cadillac Fairview Corp. has chosen Brown Communications Group to handle advertising for its two retail flagship properties in Saskatchewan.

Effective immediately, Brown will provide full strategy, creative and media services for both the Midtown Plaza in Saskatoon and the Cornwall Centre in Regina.

Cadillac Fairview selected Brown over two other firms based on competitive insight and creative strength. “Their team was right on the money,” says Tyler Dunn, Director of Marketing for the two shopping centres. “We really like their tongue-in-cheek approach to retail creative. It’s the kind of attitude and personality we can see evolving for our properties.”

The Brown team was thrilled at the big win. “Our brand building capabilities seemed to strike the right chord,” says Ken Christoffel, President and CEO of Brown. “We went in demonstrating a keen interest in the retail sector and a clear understanding of the Cadillac Fairview brands and those of their competitors. We did our homework and found ways we could help this client win.”

Like elsewhere in Canada, downtown malls in Saskatchewan face stiff competition from suburban shopping centres and big-box retailers. “We believe aggressive branding and more innovative marketing overall is key,” Dunn says. “Shopping still has a lot of social and status dimensions, particularly in the fashion realm. So we hope to have some fun reminding people what makes our shopping centres unique.”

Cadillac Fairview is one of North America’s largest investors, owners and managers of commercial real estate. Together with its affiliates, Cadillac Fairview owns and manages 96 major properties including some of Canada’s landmark developments.