Canadian vitamin and supplement manufacturer Jamieson Laboratories has named Toronto shop Quizative as its agency of record, extending a relationship that began with the redesign of the client’s corporate website in 2010.
Quizative won a competitive review for Jamieson’s website redesign project last fall and the revamped site went live earlier this year. The agency then continued to work on additional projects, including an e-commerce plan for the U.S. market.
Adrian Capobianco, president of Quizative, said Jamieson decided it would benefit from having an AOR. While it did not issue a request for proposals, the company invited select agencies, including Quizative, to pitch for the business.
“They gave us the opportunity to come up with some brand ideas for them, ideas that really galvanized the brand and addressed some of their business challenges, and they loved it,” Capobianco said, adding that the client did not demand speculative creative work in its review.
Capobianco said one other agency was in serious contention for the account.
Quizative’s first major assignment as AOR is a television campaign slated for launch this fall, which will include spots in English and French.
“It is very hard-hitting, which sounds kind of weird, but the objective is to clearly define the value proposition as extremely high-quality supplements and vitamins for the family,” said Capobianco. “Quality is really important, and (the campaign) won’t make a soft claim on that.”
The campaign will subsequently expand into other media, including online.
