Boucherville, Que.-based appliance, mattress and home furnishings retailer BrandSource Canada has added Havas Worldwide Canada to its Canadian agency roster following a month-long selection process that also included LG2 and FCB.
Incumbent Saint-Jacques Vallée Y&R, which had worked on the BrandSource account since the company’s Canadian launch in 2009, was not invited to pitch. The agency’s final work for BrandSource appeared last month.
BrandSource has approximately 150 owner-operated stores, located primarily in secondary and tertiary markets across the country.
Sandra Becerra, who joined the company as marketing director in January after spending two years with Metro as director, omni-channel for Ontario and Quebec, said the search for a new agency partner was sparked by the “dramatic” changes occurring within the Canadian retail market.
“The traditional way of doing things is not bringing the same results that it did in the past,” said Becerra. “Consumers start – and sometimes end – their journey on the web; this whole notion of digital is disrupting the way retailers promote their business and their products.”
BrandSource has typically relied on traditional media tactics like flyers, radio and print, but Becerra said the company is keen to adopt more contemporary marketing strategies such as content marketing and automation.
“The business is doing well, but we know it could do better, and we know as a brand that we cannot just be doing traditional advertising,” she said. “We’re turning the machine around and started looking for partners that could really support us strategically and bring value to the table, especially in digital.”
Becerra said Havas was selected on the basis of its solid understanding of omni-channel retailing, as well as its commitment to marketing strategies that drive business results.
Havas will oversee the development and execution of a new marketing strategy that includes brand repositioning and brand activation across multiple consumer touch-points.
BrandSource also plans to jettison its current positioning, “Feels like home,” which Becerra said has no meaning for today’s customers. “I think it really appeals to our store-owners, but I don’t think it appeals to consumers,” she said. “That’s the missing link right now – how can we connect with consumers in a way that means something to them.”
Havas was appointed on a project basis, and is expected to work alongside BrandSource’s other agency partners (its purview also includes media planning and buying). “When it comes time for implementation we will see who does what, because we’re just starting the process,” said Becerra.
Becerra admitted BrandSource currently doesn’t have a lot of brand equity in the competitive home furnishings/appliance space, but said its owner-operated model gives it a point of distinction it must capitalize on.
“We’re going to help [customers] define what they’re looking for,” she said. “When they’re looking to change their couch, for example, and they’re…looking for inspiration, we want to be there in terms of the customer journey and demonstrate that we can personalize our offer depending on what they’re really looking for.”
