Workopolis has named Zulu Alpha Kilo as its agency of record following a competitive review against three other agencies.
The incumbent, Due North Communications, also took part in the first round of the company’s review process, which started in July.
“We came in and looked at the brand, and where we wanted to take the brand next,” said Gabriel Bouchard, president and chief brand officer for Workopolis. “Due North did a great job…but we finally opted for Zulu Alpha Kilo.”
Bouchard said the process was heavy on strategy, and light on creative.
“The role of the agency was not to define what the brand platform should be moving forward,” he said. “What we wanted to do was find an agency that would help us articulate the new brand promise we’re going to reveal next year.”
Bouchard and his team presented the brief to four prospective agencies at the same time, and prior to the final pitch met with each one for a working session. Bouchard declined to name the other two agencies involved in the review.
“We wanted to understand the dynamics that those people are using–the internal dynamic, how people work together, how they get their customers involved in the process,” he said.
“The connection with the team, the process they use to get to that creative execution was as important to us than the end result.”
Zak Mroueh, president and creative director of Zulu Alpha Kilo called the win a “great opportunity.”
“What a great brand to work on. Now it’s just our job to enhance it and take it to the next level,” he said.
This marks the third account win in the last two months for the Toronto-based agency, which also took over the Puma and Carleton University accounts.
