Mabe Canada Inc., the distributor and marketer of GE appliances across the country, has hired BBDO Toronto as its advertising agency of record.
The agency will focus on all major appliances within the GE brand, including GE Profile, GE monograms and the new Café line.
“What we’re hoping to do is strengthen the GE brand in Canada through a diverse range of communications,” said Stephanie Nerlich, senior vice-president, executive managing director, at BBDO.
BBDO will work closely with its relationship, direct marketing and interactive services agency Proximity on the launch of new products, says Nerlich. Consumer and trade efforts are already in the works and should launch within the next couple of months.
A formal review took place last summer, with Mabe awarding the account to BBDO in December. A short list was not disclosed.
“We are confident that with their understanding of our consumers, customers and product lines, BBDO will play a key role in making happen the vision and growth agenda behind the GE Appliance brand portfolio,” Philippe Meyersohn, general manager brand, Mabe Canada, said in a release.
