Royal Lighting has appointed The Collective as its new agency. The Toronto-based shop beat out three other agencies during the formal review process last spring.
The lighting retailer asked the four participating agencies to produce a small and large print ad, and compensated each for their efforts, said Michael Gladstone, general manager of Royal Lighting.
Staff, suppliers, media vendors and customers then tested the four sets of ads.
“The Collective demonstrated original, strategic and fresh thinking in their creative presentation and keyed into the market we’re looking for—female 25-55, middle to higher income,” he said.
Though the agency only took over the business in June, the print ads have already run in Post City Magazines and Condo Life, and will run in the Toronto Star later this month. A radio ad also ran last month.
The campaign uses images of lighting placed in highly unusual locations, such as a chandelier in a garage or a ceiling fan in an automobile. The headline reads: “You’ll run of places to put lighting before Royal Lighting runs out of possibilities.”
The first full campaign is being developed now, and will launch next month, said Gladstone.
“Royal Lighting was in need of a fresh approach to their communication challenges and required an agency that could react quickly to the ever-changing retail environment,” said David Abrams, president of The Collective, in a statement. “The Collective strength of our creative, media and production departments helped to secure this new business.”
A short list was not disclosed.
