The Liquor Control Board of Ontario has picked Cossette as its new creative agency of record, selected following a comprehensive RFP process.

The LCBO is the crown corporation responsible for the retail and wholesale of beverage alcohol in Ontario. In leading its creative work, Cossette has been tasked with helping it respond to consumer trends and preferences, with a focus on responsible consumption and lighter choices, value-based purchases and “a demand for purpose-led brands making an impact through sustainable practices.”

Vanda Provato, chief marketing and digital officer at the LCBO, said Cossette stood out during the RFP process for its understanding of the market, ability to “create remarkable experiences” and commitment to working with the LCBO’s internal team.

“We’re excited to be working with the LCBO as it adapts to changes in the beverage alcohol industry, customer demands and the digital landscape,” says Kathy McGuire, SVP and GM, Cossette, Toronto. “As leaders within the creative marketing space, Cossette will leverage its knowledge of the wine, beer and spirits categories, where we have insight and a deep understanding of consumer behaviour.”

Cossette’s other offices have previously worked with the SAQ, Quebec’s crown corporation in charge of alcohol distribution, including developing and executing its “Inspire” platform.

According to the LCBO’s financial statements, the crown corporation spent $6.9 million on all advertising services in the fiscal year that ended in March 31, 2023, down from $9.3 million the previous year. The LCBO works with EssenceMediacom as its media agency, and picked Proof as its first PR AOR last fall.

Cossette takes over creative duties from Lg2, which was named creative AOR in 2019. The LCBO conducts a mandatory agency review process every three to five years.

Other business wins for Cossette this year include Tourism Montreal’s digital assignment.