Scotiabank: SCENE
Agency: Bensimon Byrne Inc.
Section I — Basic information
Business Results Period (Consecutive Months): June 1, 2012 - September 30, 2012
Start of Advertising/Communication Effort: June 18, 2012
Base Period as a Benchmark: November 2010 to September 2011
Section II — Situation analysis
a) Overall assessment
Loyalty rewards programs, a key driver of share-of-wallet decisions for many Canadian consumers, are now considered table stakes in an increasingly saturated market. Canadians hold an average of 6.4 rewards cards with 92% of all Canadians being a member of at least one rewards program, and 78% shopping...