Toronto’s DougSerge+Partners has been named AOR for kitchen and bathroom brand American Standard in English Canada.
The scope of the new account, which DS+P picked up at the end of May, includes business strategy and marcom activity for the brand, says Kerry McKibbin, group account director.
The brand has been active in mass and below-the-line advertising, as well as at events such as the Interior Design Show.
The agency picks up the account from Cossette, which follows a move by the brand’s parent company (based out of the U.S.), to introduce a new global brand platform.
Denise Rossetto, partner, DS+P, says the pair will first take on a strategic exercise to map out the longer-term plan. “It’s going to be quite fresh,” she says, “because we can really shape where they can go strategically – [though we’re] not quite sure [what that is] yet – but there’s lots of roads we can take.”
She couldn’t speak to when the first batch of creative is expected, however.
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