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Record 1 of 1 in CBCA Fulltext Business 7/99 - 1/01

TI:  More flexing of our Canadian pride [Roots picks agencythreepointzero]
PN:  Digital-Marketing
SO:  Digital Marketing, v.1(4) Jl'00 pg 6.
FA:  Fulltext: 167 words
IS:  0025-3642
CI:  Roots-Canada-Ltd; agencythreepointzero
CZ:  Roots Canada Ltd; agencythreepointzero
PT:  Journal-article
PD:  20000700
PY:  2000
AN:  4903831
LN:  SHORT
FT:  Roots Canada Inc. recently picked new kid agencythreepointzero in Toronto
as its creative agency of record. The agency, which just opened in
January, picked up the business after Roots met with several Toronto
stalwarts, including Bensimon*Byrne D'Arcy, Zig Inc. and Crichton
Kim-Kirkland.

``The Roots brand is linked to Canadian pride,'' says Trent Fulton, one of
three partners and director of client services at 3.0. ``Even before
Molson's `Rant' tapped into Canadian pride, Roots was doing that. Above
all we felt Roots stood for Canada and that's what we brought to the
table.''

Roots is the official outfitter of the Canadian Olympic team until 2003.
Fulton says his agency's goal is keep the brand contemporary as it works
with Roots on the Summer Olympics in Sydney. ``For example, when Roots
sponsored Team Canada last time for Nagano, even celebrities like Prince
William were wearing its `poor boy' hat,'' says Fulton.

A new Roots campaign, which includes television, print, outdoor and online,
begins mid-August through early September.


FC:  Copyright 2000. All rights reserved by original publisher and copyright
holder.  No part of this data may be reproduced, published, sold, 
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and copyright holder.
YC:  2000
UD:  20000921