Pork?

The Ontario Lottery and Gaming Corporation, a government entity, has reportedly paid upwards of $4 million for a “rebranding” that, by all appearances, seems to have entailed lopping the C off the company’s logo. The rub? The rebranding was done by the same advertising agency that created Liberal Premier Dalton McGuinty’s election campaign.

Working in the industry as I do, I know that rebranding can cost more than one might think, and can involve more than meets the eye. I also know that the Conservative Party, which has raised the hue and cry on this issue, has major credibility issues, and is hardly in a position to take a moral high ground when it comes to pork.

But $4 million? Outrageous.

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