Following a competitive review involving five unnamed shops, Red Lion was selected as the new agency of record for mobile wireless retailer Tbooth.
The Toronto-based agency will oversee all strategic and creative development for the brand, and is currently putting the finishing touches on a holiday campaign for the mobile phone retailer, set to launch in mid-November. Red Lion replaces Grey Canada on the account.
The Tbooth deal marks the first new account win for Red Lion since Matthew Litzinger came on board in July as president and chief creative officer.
Litzinger said the agency was awarded the account about four weeks ago, and contracts were inked Monday. Though he couldn’t provide specifies, he suggested that at least some of the impending work was presented to the client during the review process.
“In every pitch you need one or two shiny objects, and I would say we had a pretty good shiny object,” he said.
Litzinger said he’s currently in the process of hiring some new staffers to work on the account, and that it was the agency’s comprehensive understanding of the wireless and retail space that helped it seal the deal.
“What we are really good at doing is creating those innovative, sticky, inventions of stuff that gets talked about, and I think that’s part of what helped us win the pitch,” he said.
Litzinger said Tbooth faces the same challenges that every brand in today’s marketplace is up against- cluttered environments, competition and consumer confusion.
“What I would tell a client is to never underestimate the amount of opportunity in a tough situation, I think that’s what’s exciting about having them as an account, is those challenges,” he said.
Tbooth is a mall-based mobile wireless retailer, with a network of more than 110 stores across Canada.
