After working with Rona for more than a year on various projects, Sid Lee has been made the home renovation retailer’s lead creative agency.
The assignment puts the Montreal-based agency at the head of all integrated marketing, “in which architecture, branding, content, advertising and interactive components will be integrated to forge a new brand experience,” the agency said in a release.
“We have been looking for a business partner that could pilot our strategic thinking about not only the Rona brand, but also the entire industry,” said Claude Bernier, Rona’s executive vice-president of marketing and client innovations, in a release. “Sid Lee has an excellent reputation in coaching and strategic repositioning of major retail brands, a significant factor in our decision.”
(Sid Lee was recently tapped to rebrand Sport Chek, the sport retailer acquired by Canadian Tire in late 2011.)
