Omnicom Media Group has been awarded Canadian Tire Corp.’s consolidated media account following a review.
The group’s agency Touché will lead the account, having already held planning and buying duties on the client’s FGL Sports and Mark’s brands. Omnicom Media Group also includes the PHD and OMD agency networks.
The WPP-owned MediaCom had previously held the organization’s main Canadian Tire’s media account.
“Our decision to consolidate with one media agency was driven by the need to get more strategic and more efficient in how we do things across all of our divisions in a fast changing media marketplace,” said Duncan Fulton, Canadian Tire Corporation’s senior vice-president of corporate affairs, in a release. “We saw benefit in working with one integrated media services team who can have line of sight and drive media strategy across all of our business units. Touché and Omnicom were the clear choice.”
According to a statement, Touché president Karine Courtemanche will serve as strategic lead on the business, splitting her time between Montreal and a new Touché Toronto office.
“The retail space is so competitive and the evolution to digital, ecommerce and mobile is happening at hyper speed.” she said. “There is so much opportunity for media to make a real difference in the success of their businesses and we’re excited for the challenge.”
