The Canada Deposit Insurance Corporation (CDIC) has selected Toronto agency Doug & Serge as its new agency of record following a review.
The crown corporation, which protects eligible Canadian deposits in the event one of its member institutions fail, issued an RFP in early March.
In total, nine agencies were invited to pitch for the account, including incumbent Kirshenbaum Bond Senecal + Partners (KBS+P), which had worked with the agency for over six years, said Sophie Roux CDIC’s director of communications and public affairs.
While CDIC was pleased with the work from KBS+P, federal rules require the corporation hold a review every three years, said Roux.
In addition to credentials, each review participant was asked to present creative concepts “to show us what they’ve got and what they can do,” said Roux.
“What [Doug & Serge] offered was very inspiring and made us think they could really help move our brand forward in the future,” she said.
CDIC is currently wrapping up a three-year campaign that includes television, online and print efforts and will soon start planning for future efforts.
The challenge moving forward is to make Canadians aware not only that they are they protected by CDIC, but what specific products it does and does not cover, said Serge Rancourt, chief operating officer at Doug & Serge.
Future communications will also focus on recent immigrants who aren’t yet aware of CDIC, and “make sure people are aware that one of the benefits of living in Canada is that their money is protected by CDIC,” he said.
This marks the second account win this month for Doug & Serge, which was recently named the Canadian agency of record for upscale food retailer Whole Foods Market.
