Publicis Canada probably had a great holiday break. It has emerged the victor in two national agency reviews, a nice way to offset the loss of longtime financial client CIBC to Juniper Park, last fall.
Andrew Bruce, Publicis Canada president and COO, told Marketing the agency had won WestJet following the review sparked by the airline’s unexpected parting-of-ways with TBWA\Toronto in October.
“This brand is so strong, its business and culture are strong,” said Bruce. “They are a driven environment that wants to perform. This review was about what tomorrow looks like.”
Laurie Feser, vice-president of marketing for WestJet, said the company was “thrilled to have Publicis join our team,” in a statement. “Through the agency review, they demonstrated understanding and passion about our brand and a shared excitement for the many opportunities before us. We look forward to working with them.”
Publicis’ account director Dan Clark will oversee the account from Toronto, though Bruce said the entirety of Publicis’ Canadian network has will work on the account.
Media Experts remains the media agency of record for the brand.
The Publicis/WestJet partnership became official Jan. 1, with the airline notifying its agency of the win just before the holidays. The agency was already celebrating another victory – Canada Post concluded its five-month-long agency search and gave Publicis the stamp of approval with a three-year contract.
Canada Post documents found on MERX.com show Publicis as the sole winner of the review. The crown corporation had previously worked with Cossette and DraftFCB as its primary agencies, and up to three other agencies on various assignments.
The MERX documents show the assignment consisting of virtually all of Canada Post’s marketing activities, including promotion, direct and database marketing, interactive duties, public relations, media planning and buying services, communication strategy and corporate brand development.
