Square One Entertainment hires Kingstar Media
US-based Square One Entertainment has hired direct response agency Kingstar Media of Toronto to conduct a Canadian campaign for its ShamWow brand of absorbant towels. This is the first time Square One has advertised for one of its products in Canada. The direct response television campaign began last month. "ShamWow is a product that has an extremely wide demographic appeal and required a forward-thinking plan to reach broad-based key targets," said Ed Crain, president and CEO of Kingstar. "We developed a strategy that would complement the programming model of the various networks, while effectively capturing those targets."