Toronto’s Eye Weekly has selected Rethink as its agency partner for a campaign to promote the upcoming relaunch of the paper, a dramatic overhaul that may include a change in the publication’s name.

Eye publisher and editor-in-chief Laas Turnbull approached one other agency in recent weeks, but decided on Rethink Toronto after several meetings with its management. The firm will be responsible for developing an advertising campaign to coincide with what Turnbull said will be a late spring relaunch.

“(Rethink) has a history of doing very innovative and effective work with modest budgets,” said Turnbull, who also noted that Rethink Toronto’s executive team, which includes former Dose.ca founding editor Pema Hegan, brings critical media branding experience.

“At a really grassroots level, these guys understand the direction we’re trying to move this brand.”

Read the full article in Marketing Magazine.

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