Carlsberg Canada names The Garden its new AOR

Toronto-based agency The Garden has been named the new agency of record for Carlsberg Canada, winning the remit as part of an RFP process that launched last year.

The Garden’s first work for the beer brand is set to be a traditional and social campaign for a new product launching this spring. The campaign is scheduled to coincide with Toronto’s fashion week, with creative reflecting the event. The Garden’s work with Carlsberg will expand to include more of the company’s products.

Carlsberg Group marketing director Chad Abdo said the brand was attracted to The Garden’s strategy credentials as well as its creative process and its ability to deliver work that’s “rooted in deeper insights and a distinct creative lens.”

Decathlon Canada brings in Cossette to oversee media

Sports retailer Decathlon Canada has found a new lead agency in Cossette Media to handle the planning and execution of its media strategy.

Cossette secured the role after an RFP process, and will be looked to to play a key role in supporting Decathlon’s media strategy and brand development nationally through targeted communications initiatives. 

Decathlon Canada will look to Cossette to develop media campaigns, purchase ad spaces, and complete performance analyses and continuous improvements for all marketing investments.

The partnership between Cossette Media and Decathlon Canada began on March 1, and the first brand campaign to result from this agreement is expected to be released in Quebec next spring.

“[Cossette Media’s] expertise in strategy and ability to provide cutting-edge solutions will allow us to optimize our marketing performance. Together, we’re determined to reach new heights and ensure Decathlon’s continued success in the Canadian market,” Decathlon Canada brand marketing manager Philippe Gariépy said about the new agreement.

Humanity syncs up with Ontario Electrical League

Humanity will work on a brand transformation for OEL, the non-profit, member-based organization representing the electrical industry in Ontario. The agency says the move is prompted by new leadership coming in with a vision of connecting to members in a more meaningful way.

Humanity will be working with OEL to make their brand more human through its “Wellbeing Framework,” creating a brand that resonates and represents OEL’s more than 38,000 partners.

This will include a full brand strategy exercise, including segmentation, brand community portrait and journey, along with a new verbal identity, refreshed visual identity and new brand platform.

With files from Christopher Lombardo