Metro Ontario has named Toronto-based A&C its public relations agency of record.
The agency was hired following a successful assignment in the summer: Metro Ontario’s Taste Summer campaign. A&C developed the media relations strategy and sponsorship activations for the campaign.
A&C will work with the grocer in Ontario, creating and collaborating on multi-layered communications campaigns. “We’re doing a pretty comprehensive strategy that will include owned media and earned media, as well as developing a lot of different partnerships,” said Bonnie Hillman, president at A&C.
It’s a big win for the agency, which was formerly known as Arts & Communications. Founded in 1970, the agency was historically a partnership and sponsorship agency with a focus on arts and culture. But in recent years, A&C has evolved into a full-service PR firm, with a growing list of lifestyle brands, including BMW, Vintages at the LCBO and Johnnie Walker.
The Metro win “signals that we’ve arrived,” said Hillman. “It’s a very big brand; it’s an $11 billion company. We’re doing lots of things with them, including sponsorship consulting and media relations, but in a much bigger way.”
