Wireless retailer Tbooth has named Red Lion as its new AOR, charging the Toronto agency with handling everything from creative execution to strategic planning.

This marks the first new account win for the agency since Matt Litzinger joined the shop as its CCO and president.

New work for the retailer will start trickling out in time for the holiday season, says Litzinger, with deeper branding work coming out in 2015.

The client, which used to sit with Grey Canada, is a mid-sized account (Litzinger calls it a “perfect-sized” win), and will result in new hires at the agency Litzinger tells strategy.

The agency will be challenged with creating a unique space for Tbooth in the “hearts and minds” of Canadians, said Cary Skidmore, CMO at Glentel, the parent company of Tbooth, in a release. It chose the shop for its understanding of the wireless and retail space, he added. The retailer competes against stand-alone mobile providers, including Bell, Shaw and Rogers, all of which also sell their products at the 110 Tbooth locations across the country.