Toronto-based agency Publicis Hawkeye is rebranding to reflect its growth and stand out in the market.
The full-service CRM agency, which is part of Publicis Groupe Canada, will be renamed Hawkeye. Under the new name, the agency sports a black-and-red logo that highlights the rebrand. Hawkeye EVP and managing director Catherine Parsons says that Hawkeye’s rapid growth has elevated it beyond that of a typical agency department, and the team wanted to recognize its transformation with the rebranding.
“When we launched Hawkeye nearly 10 years ago, we started with a single client who shared our vision of building an ongoing dialogue with their best customers and their future customers,” she says. “Over the past decade, we’ve been focused on creating enduring relationship moments between brands and their customers for a steadily growing roster of progressive marketers who’ve embraced that same philosophy.”
Parsons tells strategy that the change also reflects the agency’s continued evolution to offer solutions that align with market needs and help clients forge deeper, more relevant relationships with their audiences.
“The monogram ‘H’ is designed to showcase how true relationship moments are created between the brand and the consumer – represented graphically by the two parallel lines – to deliver the right content to the right customer at the right moment and on the right channel,” Parsons says. “The dot in the centre represents the power of data to help us curate and drive the desired action. It also looks more than a little like the 1:1 conversations that we create every day.”
The new identity is intended to help Hawkeye stand out from Publicis’ other agencies. Parsons says that the company is working on AI initiatives and has teamed with platforms like Braze, Salesforce and Adobe to improve their customers’ relationships with their target consumers.
The agency currently has 243 CRM experts and works with clients in a variety of categories, including automotive, banking, QSRs, luxury hotels and cosmetics. Its client roster includes Four Seasons, Rogers, Walmart, Dairy Queen, Intuit and Panera.
Publicis Groupe announced the Hawkeye rebrand after making several high-level strategic appointments in May. Parsons, formerly Publicis SVP and managing director, was named EVP and managing director of Hawkeye, and Scott Pinkney, Hawkeye SVP ECD, moved to the position of chief creative officer.