Following an informal RFP that started in September, Cineplex and Scotiabank’s Scene loyalty program has hired Elemental to oversee the creative end of what it calls a “critical project.”
Though Katherine Dimopoulos, Scene’s head of marketing and brand experience, would not disclose details of the project, Dustin Brown, Elemental’s new business director, said the agency is currently working on in-theatre signage and planning for 2013.
Dimopoulos told Marketing in an email that a “handful of small-to-medium-sized shops” were involved in the agency review process, which lasted approximately three weeks.
“The entire process was very informal and more of a social and educational interaction, and one that allowed us to better understand the agencies’ structure and philosophy,” said Dimopoulos. “We truly were focusing on their creative capabilities and fit with our business model and brand personality.”
Brown said the process was less about creative and more about credentials and strategic thinking around the brand.
“They’ve seen a lot of success at the theatre level,” said Brown. “A lot of what they’ve done in the past they’re [now] trying to continue to grow through the theatre directly, especially now with the digital version of the card.”
While Elemental is starting with a “critical project,” Dimopoulos said Scene is “optimistic with the long-term relationship. For our brand and business model, there definitely seems to be a strong fit.”
Scene tends to work on a project basis with agency partners, which in the past have included Capital C and Bensimon Byrne, among others.
