GE Appliances Canada has named Toronto’s Craft Public Relations as its new PR agency of record, following a competitive review.

Craft will now lead strategy and execution across several brands including GE, GE Profile, GE Cafe and Monogram. The agency has taken over GE’s business immediately and planning is underway for a media showcase event in early March, according to a press release.

GE previously worked with National Public Relations.

Craft was launched last year by Lisa Pasquin, formerly a group VP at Veritas Communications and now principal at the new shop. It is currently working with brands including Clover Leaf, Toronto organic restaurant The Goods and design shop Stacklab.

Craft plans to add to its staff in 2016 because of new account wins. Its full-time team is currently made up of Pasquin and director Melissa Retty, who has previously held social media and public relations roles with the Ontario government, Veritas, OgilvyOne and Edelman, among others.