Media Profile was named public relations agency of record for Starbucks Canada following a competitive review.
The Toronto-based agency will oversee national PR activities and will work with its regional agency partners Zone Franche in Montreal and Dunn PR in Vancouver.
The PR mandate is “all about building the brand love,” Media Profile president Alison King told Marketing. “Starbucks is one of the most iconic brands in the country and [we’re going to] build on that.”
King said Starbucks’ feedback on why it chose Media Profile was the strong personal connection to the team. “They felt that we were a really enthusiastic group of people that they could work with and that they wanted to work with,” she said. “And they felt we innately really got the brand.”
Media Profile is “hitting the ground running,” said King, and is currently working on a new launch that’s coming out in two weeks.
Starbucks’ PR account was previously handled by Edelman Canada. Edelman continues to handle PR for Starbucks in the U.S. and worldwide.
