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Canadian Blood Services begins agency search

Canadian Blood Services of Ottawa has retained the Toronto-based Institute of Communications and Advertising to conduct a search for new a marketing agency. The assignment of the winning firm will include advertising, brand management, media planning and media buying. "We want to take blood donation to the same level of social consciousness as recycling and the anti-drinking and driving movement," said Steve Harding, executive director of marketing and communications at Canadian Blood Services. "While keeping our existing donors engaged, we must now enhance our efforts to recruit more lifetime donors to tackle the challenges that lie ahead." The institute will distribute a brief concerning the search on Jan. 24. The new agency is expected to begin work on April 1. Last week, Canadian Blood Services and Arnold Worldwide parted ways after a two-year association.

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