Cundari’s Adam Lang.
Cundari has been named agency of record for Princess Auto.
The Winnipeg-based retailer, which currently has 36 locations, has ambitious plans to grow its business over the next decade and has tasked Cundari with assisting in that expansion.
As its new AOR, Cundari will oversee all elements of marketing for the retailer, including branding and design, advertising, strategy, media, promotions and events.
This is the first time Princess Auto has worked with an ad agency. In the past, its marketing has focused on “tactical” efforts, such as trade shows, radio and print and a heavy focus and spend on its national flyer. The chain also has an active Facebook page with 155,000 fans.
Cundari won the business after a formal review in October 2013 that included a shortlist of more than 10 agencies. The Toronto agency has been working with Princess Auto since the spring developing strategy and testing marketing initiatives.
Jennifer Steinmann, managing director at Cundari, said the agency has been tasked with adding a “brand layer” to Princess Auto’s communications. It will also help the company reassess its current marketing and how it can invest in advertising to spur the large growth its after.
While the business has “auto” in the name, Princess Auto is part of a much broader retail category, according to Steinmann. The name comes from early days of the 81-year-old independent business, when the some of the first products it sold were auto parts. Today its focus is tools and equipment, said Steinmann, who referred to Princess Auto as a “challenger brand” to Home Depot and Canadian Tire.
To help the brand grow, Cundari has hired Adam Lang as group account director to oversee the business. Most recently he was group account director at Zulu Alpha Kilo, where he worked on the Audi Canada account. At Cundari, Lang will also work on BMW Canada. He has also worked with Canadian Tire.
Geoff Frodsham, CEO of Princess Auto, said in a release that the company is looking to parlay the success it has had as an independent retailer into a much larger national presence. “As we look to achieve very aggressive network growth, category and channel expansion, and brand building over the next 10 years, we know Cundari is the perfect forward-thinking agency to get us there.”
