Toronto-based Rock-it Promotions was named public relations agency of record in Canada for Toms, a global footwear company that gives a pair of shoes to a child in need for every pair purchased.
Rock-it Promotions, which won the account after a formal review, will manage all PR activities for Toms in Canada, including launching the spring/summer 2014 footwear and optical collections, as well as supporting company partnerships and collaborations. The agency will also promote Toms’ annual global One Day Without Shoes event in April and the annual World Sight Day event in October 2014.
“When [the RFP] came through, I almost jumped out of my seat. I was super excited,” said Debra Goldblatt-Sadowski, president and founder of Rock-it Promotions. “They’re an incredible brand, and as an entrepreneur I can only hope to do the same kind of thing – be really successful and do some good at the same time. It’s pretty hard to do that.”
Goldblatt-Sadowski said winning the account came down to great chemistry and the agency’s creative ideas. While there’s still a lot to be confirmed in terms of the work, “we’ll be doing some really interesting media previews and collaborations,” she said. Toms will also have a presence in the agency’s showroom to give editors easy access to the brand.
“Overall, we’re creating awareness for a really great fashion-forward brand that again gives back,” she said. “I feel very grateful when we’re able to have a brand that we can really stand behind.”
