Montreal-founded jewellery brand Birks has selected Toronto and Montreal-based agency DentsuBos as its AOR and tasked the shop with developing multi-platform communications plans.

Birks, which operates 51 store locations in Canada and the U.S., says DentsuBos will help it build on the success of a rebranding exercise launched in August 2013 with help from Sid Lee. The shop also recently worked with Agence Tuxedo on a campaign to support the launch of two new Canadian locations.

Eva Hartling, VP of marketing and communications, Birks Group, said that the agency’s experience with major Canadian retailers such as Jean Coutu and Couche-Tard and luxury brands such as Lexus gives the company confidence the agency will “breathe new life” into the brand while celebrating its 135-year heritage.

It is the second win this month for DentsuBos, after it was named AOR for Manulife Financial.