TD Canada Trust has been named Marketing Magazine’s 2001 Marketer of theYear. “TD Canada Trust maneuvered seamlessly in 2001 through the marketing minefield of the biggest merger in Canadian financial services history, then actually grew market share by delivering on its simple, customer-focused brand promise,” says the magazine.

In 2001, “the bank managed to introduce a new brand that appealed to millions of insecure and potentially hostile customers who had experienced an unwelcome takeover. A thorough employee marketing strategy brought TD Canada Trust to a level of customer service unmatched by any other big Canadian bank in 2001, a feat doubly impressive considering that, for part of the year, the marketers were juggling three different brands-CT, TD and TD Canada Trust-in four different regions.”

Despite the workload TD “pulled off a highly personalized, flawless direct mail campaign” that was unprecedented in size and scope. And the bank launched a “simple, straightforward ad campaign-arguably the best in a very active category-to boot.” For all of these accomplishments, says the magazine, TD Canada Trust is Marketing’s 2001 Marketer of the Year.