ABSTRACT
Terry O’Malley became V&B chairman and assumed the task of refocusing the agency. Among the shop’s most notable subsequent successes were its work for McDonald’s Corporation and Bank of Montreal. For McDonald’s, it was V&B account executive John Alexander who created the “News to the crews” concept that gives the franchise’s employees throughout Canada advance notice of upcoming campaigns and promotions. The plan won a special award from McDonald’s Oak Brook, Illinois, headquarters, which adopted it for use throughout its international network. Ending a period of limited advertising by its client, V&B brought the Bank of Montreal back to center stage in the
s with its “We’re paying attention” campaign. This approach, which evolved into the “It is possible” statement, resulted in Canada’s third-largest bank becoming the best known bank in the minds of consumers. Pro bono endeavors have remained a V&B cornerstone. Its work for Toronto’s United Way campaign was judged this charity’s best in all of North America, and the agency was active on a dozen additional public service accounts, ranging from the Canadian Cancer Society to the Toronto Rape Crisis Centre.
