Leon’s Furniture has picked Toronto’s Saatchi & Saatchi as its creative agency of record for its year-long 100th anniversary celebration.
The Canadian home furnishings retailer asked several agencies to participate in a formal review late last year, said Saatchi & Saatchi chairman and executive creative director Brett Channer.
The agency has worked with Leon’s on past projects that include “No Money Miracle” and “Don’t Pay a Cent” events.
The 100th anniversary campaign is currently in production and is scheduled to launch later this month. Though Channer wouldn’t disclose any details, he said the campaign would go “beyond event advertising.”
“It’s kind of exciting to work on a brand that has a Canadian heritage you can celebrate,” he said. “It just doesn’t happen much anymore—we’re kind of pumped about it.”
“We have worked with the team at Saatchi & Saatchi before and felt that they understood Leon’s and our heritage and would be able to bring this celebration to light in a relevant and meaningful way,” said Bob MacNelly, vice-president, marketing for Leon’s Furniture, in a release.
Leon’s hired Toronto’s Strategic Objectives as its public relations agency of record late last year to develop a PR and community relations program that involves charitable activities across Canada, special events, and a staff volunteer program.
