Canadian craft brewer Big Rock Brewery has chosen Cult Collective as its AOR.
Cult will be working on the Calgary-based brewer’s brand architecture as Big Rock introduces several new brands to the market in 2014. Cult will be “giving each of them a story and an identity,” said Chris Kneeland, the agency’s founder and CEO.
He is quick to point out that his Calgary-based agency doesn’t use the term “AOR” internally since Cult doesn’t consider itself a traditional advertising agency. “We’re the brand or engagement agency for Big Rock Brewery,” he said.
Explaining Cult’s ethos about what it provides for its clients, Kneeland said Cult isn’t focused on getting customers to transact, “we’re here to get people to join your movement or to believe in your brand.”
Kneeland noted that Big Rock president and CEO Robert Sartor (pictured, second from left) is “on a very bold mission of reinvention,” which includes everything from branding and new product development to packaging and sales channels.
After a handful of conversations with Big Rock about Cult’s philosophy and approach that started in late March, the agency won the account less than a month later.
Ryan Gill, Cult partner and president, said Sartor was impressed with Cult’s thinking around consumer engagement, and how it “isn’t about another cute ad; it’s about building a brand, a cult-like following.”
Officially formed last fall as the result of a merger of digital shop Suitcase Interactive and ad agency Watermark Advertising, Cult made its more widespread debut as a new entity in March. In addition to Kneeland (pictured, far left) and Gill (second from right), the agency’s third partner is chief creative officer Geoff Butler (far right).
Some of the agency’s other clients include Harley-Davidson Canada and Michaels Canada.
Big Rock currently produces all-natural ales and lagers, a dry cider, seasonal beers and limited-run brews.
