Toronto shop Red Lion has picked up a new client, being named AOR for Paymi, a new cash back rewards program launching in November.

The agency’s mandate includes all consumer-facing messaging and brand positioning, including new marketing and advertising for the company that will launch in November ahead of the holiday season. Paymi, a startup based in Toronto, is a program that allows merchants to give cash back offers to consumers based on their purchasing patterns within their own business, their competitors’ or their industry overall.

“With Paymi’s offer creation platform merchants can specify the purchasing and demographic profile attributes of any member that they want to target and then deliver an offer directly to them through email, the web and mobile app,” according to the brand. Rewards are redeemed by using a debit or credit card linked to a Paymi account.

The startup’s offering is a response to sentiment among consumers that traditional points-based loyalty programs are limiting and aren’t that useful, says Matt Litzinger, president and CCO at Red Lion.

The win came after an RFP process over several months involving eight or nine agencies, he says.

The upcoming marketing initiatives will be wide-ranging, including digital and social.

Red Lion also recently won the business for Havergal College, a girl’s private school in Toronto, taking on a brand review and handling all marketing activities.