Australia-based jeweler Michael Hill has decided to move its Canadian media account cross-country, from Calgary to Montreal. Following a three-month competitive pitch, the company recently announced that Media Experts would replace incumbent media agency MacLaren M2 Universal Calgary after an 11-year partnership.
Two other unnamed Canadian shops were also involved in the pitch, which was led by The Agency Register.
The company opted to go with Media Experts because of an increasingly digitally savvy customer base and the agency’s ability to use digital media for clients to great effect.
“We were impressed with Media Experts’ digital strength, their refreshing approach to engaging consumers and their considerable track record in the retail category,” said Sue Szylvester, Michael Hill’s group marketing executive, in a release. “We felt great chemistry between us during the review process and we look forward to working together to grow our business in Canada.”
Along with exploring new digital avenues for Michael Hill, Media Experts’ mandate also includes finding new ways of approaching traditional media. It’s that entrepreneurial spirit that makes Michael Hill a great addition to Media Experts’ client roster, says Richard Ivey, the media agency’s SVP of customer service.
“We felt it was a nice fit with regards to their challenger-type status,” Ivey said. “They’re looking to really challenge the marketplace and that’s one of the things we really excel at.”
Media Experts officially takes over the business on July 1, with work expected to start rolling out in the next quarter.
