Wednesday, April 4, 2012

Doner sells itself

Yesterday MDC, a Canadian based agency holding company, announced it was buying a minority stake in Doner, the third largest independent ad agency in the U.S. That, in and of itself, is not really unusual. MDC owns a piece of several U.S. agencies including CP+B, Kirshenbaum Bond Senecal and Partners, 72andsunny and Colle & McVoy.

What I found interesting was that this spot that Doner produced in 1990 may have been at least partly responsible for MDC's $15 million dollar investment.

In 2005 the Canadian Institute of Communications and Advertising named "Bike Story" one of the top 10 Canadian ads of all time and MDC CEO Miles Nadal said he was familiar with Doner because of the work they did for Canadian Tire.

What's a great commercial worth? In this case, maybe millions of dollars to the agency that created it.

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