Canada’s First Urban Village Strikes Deal with Extreme Group

Shops at Don Mills and Extreme Group Team Up To Build on Brand

Extreme Group has been selected as the new Agency of Record for the Shops at Don Mills (part of Cadillac Fairview) after a competitive RFP process held in April.

“We were very impressed with Extreme’s approach to our business. They completely get our brand and how to attract shoppers for long-term success.” said Alan Gomez, Shops at Don Mills’ Marketing Director. “Shops at Don Mills has been in the making for the last 10 years and with Extreme’s help, we’re ready to take it to the next level.”

One of Canada’s largest redevelopment projects, Shops at Don Mills opened to the public in April 2009. It is an open air shopping experience with more than 100 best‐in‐class shop boutiques, restaurants, an outdoor skating rink and amenities. It showcases many first‐to‐market tenants including Canada’s first Anthropologie store, Salomon Sports’ first North American non‐resort store, and Toronto chef Mark McEwan’s 20,000‐sq.‐ft. gourmet food store.

“Shops at Don Mills truly represents a new kind of shopping experience for Torontonians. It’s something the city doesn’t currently have,” says Paul LeBlanc, CEO, Extreme Group. “It’s quite a unique creative opportunity and we’re thrilled to be onboard to help build the brand.”

Extreme will begin working on the 2010 campaign immediately, with new work launching this summer.