After a review, The Toronto Zoo has named Cundari Group Ltd. as its new agency of record.
A December staff report circulated by Toronto Zoo chief operating officer Robin D. Hale cited Cundari’s strong destination and multicultural marketing credentials, history of work with non-profits, social media campaign strategies and longstanding advertising history as reasons for the win.
According to the report, only two agencies participated in the review: Cundari and Ogilvy & Mather.
Toronto-based Cundari succeeds Lowe Roche, which held the account for nearly 10 years before the the client issued a request for proposals in August 2012. Monica Ruffo, CEO of Lowe Roche, said her agency did not participate in the review. “We had done 10 years of pro-bono work [for The Toronto Zoo], and didn’t feel that we should be re-pitching,” she said. “We just felt it was someone else’s turn.”
Lowe Roche worked with The Toronto Zoo on many campaigns, such as a 2010 TV-spot promoting the zoo’s polar bear exhibit and a 2004 TV-spot that helped launch the zoo’s Zellers Discovery Zone.
The work will continue on a pro-bono basis. The zoo’s next agency review will be held in three years.
