Following Aeroplan in October and Transat Tours Canada last May, Cossette has landed another national account: the Royal Canadian Mint.
Competitive bidding was supervised by search consultant Mona Goldstein, and reached a shortlist of five agencies including the incumbent Young & Rubicam. (Montreal’sTank had also been responsible for the brand image and marketing strategies in Quebec since 2007.)
“I believe the key word in this call for bids was ‘integration,'” said Mélanie Dunn, executive vice-president and managing director of Cossette’s Montreal office, of the review. “Since the beginning of the process, there was a striking need for a more integrated vision of their communications… The Mint reaches its target customers through many contact points, so it is important to have a coherent, uniform message.
Cossette’s presence in Canada’s key markets also played a part, according to Dunn. While it is too early to discuss her client’s strategy, she said, it will take into account local markets.
“The Royal Mint’s product is coins, but also values, history, culture, and pride. Each coin recalls a moment or an accomplishment and what resonates with people differs according to where they are. However, our intention is to develop an approach that goes beyond the ‘Two Solitudes,’ and has a different embodiment according to the place or event. Our challenge will be to regionalize the campaigns, but still retain the essence of the brand.”
Cossette’s first work for the brand should appear in 2012. It will conduct some hiring to staff the account, which will be managed from Montreal. It will also work with Hill and Knowlton, the agency in charge of the Royal Canadian Mint’s business communications.
